| What has been your role in the new business efforts of the agency? | |
|---|---|
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | Since the agency only opened door this March, I have been pretty much responsible for all new business endeavors. My role was to prepare and handle planning and creative approaches to new prospects. |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | I got my kick start on client-side in San Francisco, where I was employed at a premium commercial brokerage as Marketing Manager in the early 00's. I spend 3 years at the brokerage and, upon my return to Croatia, started working as Account Manager at then largest Croatian agency - Lowe Digitel. A year later I moved to BBDO Zagreb, where I spent 2 year working as Account Director, winning some large local pitches for BBDO. Due to my oldest daughter's school start, I took a year off work to pursue a freelance career in music production. I got tired of staying at home quickly, and then got hired by Publicis Groupe Croatia to handle P&G account in June 2009 on Saatchi&Saatchi side. We decided to open Leo Burnet and pursue other business when we got a call from Nicola to focus our efforts on Samsung. That's what I have been primarily focusing on since May 2010. During the last 5 years I have been resposnible for following clients: Samsung, P&G, T-Com/T-Mobile (telco), Toyota, Sony Ericsson, EPH (the largest local press agency), INA (the largest domestic Oil Co), Dukat (a part of French Lactalis, dairy products Co), Podravka (a leading domestic food Co). |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | We're a member of a big, global creative family started by Mr. Leo Burnett in 1935. Being a tight team of versatile specialists, our thorough understanding of human behavior will help adding purpose to your brand story. |
| 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? | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | "Farewell New York Times! LB Croatia, here I come!" |
| 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? | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | Probably a Volkswagen. Racing green. Because we're a small member of a big, global family. We're swift, don't-fix-if-it-ain't-broke-minded, and one of the few in our class that will never leave a client waiting in the rain. |
| What agencies do you most admire? Why? | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | R/GA - for shaking things up with Nike+ Wieden & Kennedy - for "Just Do It" slogan and undisputed brand storytelling otherwise Leo Burnett - for creating such icons as the Marlboro Man and Tony the Tiger |
| List the top few agencies that you do/will compete against most often. | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | BBDO Zagreb Grey Zagreb Digitel (local) |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | Our team is relatively small, but has in this short period we produced campaigns that are at 180 degrees in relation to what other Croatian agencies are offering. Also, we're 100% Publicis Groupe-owned company, whereas most our competitor are private ventures that have proven to be more volatile over the years. |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | Not really - Leo Burnett to come back to Croatia is big news, and probably the most exciting thing that happen in Croatian advertising in years. |
| 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): | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | 2 |
| 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) | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Karlo Stojcevic, a Business Leader at Leo Burnett Croatia. | We feel like there needs to be a stronger and more defined process in place: from prospect qualifying to pitching and pitch analysis. |