| What has been your role in the new business efforts of the agency? | |
|---|---|
| KKKKK | K |
| Andjelko Trpkovic, Managing Director | Planing, managing and negotiating |
| Masa Radovic, VP Group Account Director | Project leader on a large number of pitches over the last 7 years |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| KKKKK | K |
| Andjelko Trpkovic, Managing Director | 2004-2010 Belgrade Fair, General Manager, Biggest fair organizer - 40 fairs per year 2003-2004 Vojvodjanska banka, Marketing Director, 2nd biggest bank in Serbia in those time 2000-2003 Srebrn Tus, Client Service Director, Local Ad Agency |
| Masa Radovic, VP Group Account Director | 2003. - Account Planning Assistant, Leo Burnett 2004. - Account Planner, Leo Burnett 2005-2006. - Account Director, Leo Burnett (Account Director for Banca Intesa and Efes brewery) 2006.-2010. - Group Account Director/Team Leader, Leo Burnett - led the group of 20 people. In charge of the following clients: Telenor, Promonte, djuice, StarBev (Jelen, Beck's Niksicko beer), Banca Intesa, Coca Cola (Burn), P&G, Strauss (coffee), etc. Worked as the project leader on a large number of new business pitches. 2010. - VP Group Account Director, Leo Burnett |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| KKKKK | ooooo |
| Andjelko Trpkovic, Managing Director | We can provide: - strong strategic thinking - raising of creative bar - reliable executing |
| Masa Radovic, VP Group Account Director | We are organized to serve brands, not our clients - we are brand centered and we do everything to protect the brands. We have a strong strategic approach - we strive to understand the business challenges you face as well as your consumer behavior better than anyone else. We have extreme passion about advertising and creativity |
| Stuart Elliott, who writes about agencies for The New York Times, is doing a story about agencies around the world. After spending After spending a day at your offices, and then going back to write the piece.... what would the headline be? | |
| KKKKK | ooooo |
| Andjelko Trpkovic, Managing Director | Island in Serbian Advertising Ocean |
| Masa Radovic, VP Group Account Director | BRAND FIGHTERS - a place where people would do anything for their brands |
| Now bring the agency to life. You have certainly been through this exercise, however applying it to your agency agency can be quite revealing in understanding more about your "DNA". If the agency were a car, what kind would it be? What color? Why? | |
| KKKKK | ooooo |
| Andjelko Trpkovic, Managing Director | Audi, Color: metallic champaign - not so often color Why: upper class for serbian standard - cost/quality ratio - reliable |
| Masa Radovic, VP Group Account Director | black Audi It is a symbol of quality and high standard. However, at this moment we are perceived as being a bit overpriced for what we deliver. |
| What agencies do you most admire? Why? | |
| Andjelko Trpkovic, Managing Director | BBH - Bartle Bogle Hegarty Mother Superior products, high level of creativity |
| Masa Radovic, VP Group Account Director | Locally we do not have an Agency that we admire. Worldwide we admire Mother, London |
| List the top few agencies that you do/will compete against most often. | |
| Andjelko Trpkovic, Managing Director | McCann Erickson Gray Worldwide DDB Communis |
| Masa Radovic, VP Group Account Director | 1. McCann Erickson 2. Grey 3. Ovation 4. Communis |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Andjelko Trpkovic, Managing Director | - strong strategic thinking - high level of creativity |
| Masa Radovic, VP Group Account Director | 1. Strong strategic approach 2. Outstanding creativity 3. Energy/enthusiasm for this job and their brands |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Andjelko Trpkovic, Managing Director | - too expensive - too complicated - not fast enough |
| Masa Radovic, VP Group Account Director | 1. Too expensive 2. Sometimes too big and too slow to deliver (production, etc) 3. Offering things that later on cannot be produced/delivered |
| The following is a list of potential roadblocks that hold you back with your overall new business efforts. On a scale of 1- 10, rate each on how much it is a road block (1 being not a road block, 10 being a significant road block): | |
| Andjelko Trpkovic, Managing Director | 4 |
| Masa Radovic, VP Group Account Director | |
| Specifically regarding pitches/RFPs, when you lose, what are typically the top 3 reasons? Consider both the client's expecations and how you compare to your competitive set. (check only 3) | |
| Andjelko Trpkovic, Managing Director | |
| Masa Radovic, VP Group Account Director | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Andjelko Trpkovic, Managing Director | |
| Masa Radovic, VP Group Account Director | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Andjelko Trpkovic, Managing Director | More focus on goal Strong pitch leadership |
| Masa Radovic, VP Group Account Director | 1. Selection process - at this moment we are not selective enough 2. Better new business plan - more aggressive prospecting 3. Putting different creative people in the pitch so that there is always fresh energy 4. Demonstrate stronger that we have a deep understanding of client's business rather than trying to impress them with creativity that would often scare them |