| What has been your role in the new business efforts of the agency? | |
|---|---|
| Goncafem Başçelik, Head of Client Services | Getting contact with the potential clients, handling the client relations in the pitch process, managing the new business team, negotiating the budget proposals. |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Goncafem Başçelik, Head of Client Services | Goncafem started her career with Unilever brands in Ammurati Puris Lintas in 1995 She worked at BBDO for Henkel and Frito Lay accounts before joining Leo Burnett in 2002.During the 4,5 years she was with Leo Burnett, Goncafem managed many local and international accounts. She then joined Grey and became the account leader for HSBC Bank, Advantage Card, Allianz insurance, Vodafone, Chevrolet during which she was presented with many launch/relaunch and branding challenges. |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Goncafem Başçelik, Head of Client Services | We are giving brands' fuel which they need for boosting their potential. We are creating ACT around the brand, not only AD. Clients are our partners to reach mutual mission. |
| 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? | |
| Goncafem Başçelik, Head of Client Services | THE UP AND COMİNG AGENCY OF ISTANBUL |
| 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? | |
| Goncafem Başçelik, Head of Client Services | NISSAN Qasqhai, Black. Reliable, powerfull, easily adaptive to the new trends. |
| What agencies do you most admire? Why? | |
| Goncafem Başçelik, Head of Client Services | TBWA, talent keeper and aspirational for the clients |
| List the top few agencies that you do/will compete against most often. | |
| Goncafem Başçelik, Head of Client Services | From the big size new business perspective: TBWA, Y&R, Alametifarika (local genious agency) From the creative point of view: DDB, TBWA |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Goncafem Başçelik, Head of Client Services | With the Humankind philosophy, we are very capable to look their communication problem with the today's needs. We deliver neither "creative" work, nor business solution. Our big potential is that first we listen their problem and than prepare "recipe" from the strategic pow till creative output. And this would not necessarily be a "tv ad". sometimes the real need is and web communication or a big event. But the real problem is to have the client who really relly on your point of view. They should be ready to work with this new communication tool. |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Goncafem Başçelik, Head of Client Services | Apart from chemistry, I think I summarize it as on above. |
| 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): | |
| Goncafem Başçelik, Head of Client Services | |
| 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) | |
| Goncafem Başçelik, Head of Client Services | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Goncafem Başçelik, Head of Client Services | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Goncafem Başçelik, Head of Client Services | Self Marketing in both within the industry and with clients |