| What has been your role in the new business efforts of the agency? | |
|---|---|
| Zuzana Behova Strategic Planning Director | to some pitches - leading of pitch, to some - strategic presentation development + presenting |
| Martin Klco, Group Account Director | Team member, Team leader (smaller local accounts) |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Zuzana Behova Strategic Planning Director | Leo Burnett - Tesco, Raiffeisenbank, AXA, Pilsner Urquell, Jemča, PMI,.... Marketing Communication Manager SAB Miller CR working accross portfolio The Media Edge CIA - Senior Account Manager (Coty, Peugeot, Novartis, Accenture, ...) |
| Martin Klco, Group Account Director | 7 years at Leo Burnett (FMCG, banking, tobacco, consumer electronics, automotive), 4 years client side telecommunications (mobile and B2B ICT solutions) |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Zuzana Behova Strategic Planning Director | Leo Burnett is the agency bringing the strong creative output and strong ideas based on Humankind. People are rigt in the centre of our philosophy and we would never stop our endless effort of understand them better - their life style, values, concerns, hopes, dreams, but of course brand relationship, shopper behaviour and decisions too. It is the only way how to develop relevant communication for our clients, that will help to build iconic brands and bring the measerable outputs and sales results. |
| Martin Klco, Group Account Director | We at Leo Burnett dig deep to understand your business situation and come with a communications solutions that will drive your business forward. We are passionate about creativity that will help your brand gain significant advantage over competition. We are normal and genuinely interested guys. |
| 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? | |
| Zuzana Behova Strategic Planning Director | Reaching for stars - strong legacy turned into modern and up-to-date meaning. |
| Martin Klco, Group Account Director | Back to the drawing boards guys |
| 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? | |
| Zuzana Behova Strategic Planning Director | Spontaneously comes into my head two ideas. One is - if we would be back in 2002 - Chrysler PT Cruiser - the car I loved, the car that was different, american and creative. Now is a bit out of date :-). The second idea is Lexus. Their pursuit of the ultimate perfection without te pomp connected with the innovation drive and the technology. But probably I wish we were with LB there more than we are there. Cars will be green because that is our corporate color :-), |
| Martin Klco, Group Account Director | 10 year old red Alfa Romeo. Passionate, proud, unique, reasonably fast, but sometimes lacking newest technologies and sometimes in need for more acceleration power.. |
| What agencies do you most admire? Why? | |
| Zuzana Behova Strategic Planning Director | The shops that are still, despite the procurements and the actual status of fear you have covered in your presetnation, able to develop innovative, out of box and edgy stuff and SALE it SUCCESSFULLY to their clients. |
| Martin Klco, Group Account Director | BBH, Wieden Kennedy, Crispin Porter Bogusky, DDB Chicago, Leo Burnett.. For creating the ads I love. |
| List the top few agencies that you do/will compete against most often. | |
| Zuzana Behova Strategic Planning Director | On our market Mark BBDO, Y&R, McCann Ericksson |
| Martin Klco, Group Account Director | Mark BBDO, Euro RSCG, Young and Rubicam, DDB, Lowe GGK, Ogilvy and Mather |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Zuzana Behova Strategic Planning Director | I think we are good in strategy and data analysis, we sometimes function as research people and deal with the research agencies for our clients. Also we have a record of quality ceative output and some really great ideas. |
| Martin Klco, Group Account Director | Oustanding, attention grabbing, engaging creative product and a meticulously followed process how to get to it |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Zuzana Behova Strategic Planning Director | In CR we were loosing clients for some last years and at last our ex management open new agency and took from us Tesco as one of our biggest client. We are now in the phase of "restart" and are focusing on PR. It is not easy situation but everything has two sides. |
| Martin Klco, Group Account Director | Long time without any major new business won Very bad relationship with local media (thanks to former management, which is now gone) Reputation of shrinking rather than growing agency (after losing a major account lately) |
| 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): | |
| Zuzana Behova Strategic Planning Director | 8 |
| Martin Klco, 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) | |
| Zuzana Behova Strategic Planning Director | |
| Martin Klco, Group Account Director | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Zuzana Behova Strategic Planning Director | |
| Martin Klco, Group Account Director | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Zuzana Behova Strategic Planning Director | New MD in place with the strong and systematic focus on new biz. |
| Martin Klco, Group Account Director | Detailed and better processed new business approach, from planning to prospecting to generating positive exposure to decision makers. Develop the partnership much earlier before the pitch is on the table. |