| What has been your role in the new business efforts of the agency? | |
|---|---|
| Bartłomiej Dyliński Group Account Director | I have been prospecting new Clients, responsible for preparing and presenting Agency credentials, as well as leading whole process from a starting point to actually servicing new Client, after a won pitch. |
| Jacek Pilachowski, Account Director | Leading new business pitches: - credentials preparation and presentation - organizing whole pitch process until pitch presentation (internaly and externaly with prospect) - calculating remuneration - negotiation after winning |
| Adam Nowakowski, senior strategic planner | co-developing strategies for campaigns presented in answer to pitch briefs |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Bartłomiej Dyliński Group Account Director | I have multi agency background and Client’s background. Starting from McannErickson Warsaw (Telecom and Coffee), than JWT Thompson Warsaw (Telecom B2B and Cars), Sholz&Friends Warsaw (Food and Cigarettes), local agency (Just - beer), than Client's side for 3.5 years - Senior Brand Manger of one of the biggest beer brand in Poland, then Client Service director of small local Agency, currently in Leo :-). Around 14 years in business. |
| Jacek Pilachowski, Account Director | Agency experience: - Leo Burnett - McCann Erickson - D'Arcy Local and international Clients (FIAT, P&G, SONY, L'Oreal, Bols) Various categories, lately mostly: insurance, and banking. Previously also beer, stronger alcohol, hipermarkets, cosmetics, food Owner of small travel agency |
| Adam Nowakowski, senior strategic planner | before my current 20 months with LB, 9 years at BBDO Warsaw. Serviced accounts include Mars Inc. (snack and petfood), Pepsi, Lay's, Polish Telecom, Bayer (otc pain and cold relief). Currently planning for PZU insurance. |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Bartłomiej Dyliński Group Account Director | We are Agency of the year in Poland...for the 7th time. We are all creative - the most awarded polish Agency (Cannes Lions included), as well as one of the most creative networks. We understand business that is why our Clients and we were awarded many times by Effie Awards. |
| Jacek Pilachowski, Account Director | As the core of all businesses is A CLIENT, Leo Burnett is the most humancentric agency. This is why in our everyday business life we are trying to better and better understand human behaviours and motivations to solve our clients business issues at the strategic and creative levenl. Such attitude has built our client trust and good relationship with the agency as well as the industry appreciation being most awarded agency in Poland |
| Adam Nowakowski, senior strategic planner | Leo Burnett Warsaw helps clients drive sales by applying creativity and knowledge about people. |
| 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? | |
| Bartłomiej Dyliński Group Account Director | Reaching the stars - Leo office in Warsaw leads by example. |
| Jacek Pilachowski, Account Director | Leo Burnett Warsaw - best human understanding as a base of creativity |
| Adam Nowakowski, senior strategic planner | Corporate yet creative! |
| 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? | |
| Bartłomiej Dyliński Group Account Director | It would be solid yet innovative and comfortable, with a sporty chic SUV. Lively green colored. Strong, good for big family, like for big Clients, trendy, powerful, business oriented yet a little bit show off, as huge Agency should be. Maybe Land Rover Discovery or Range Rover? |
| Jacek Pilachowski, Account Director | It would be a multipurpose vehicle as there are many various problems we need to solve currently. The red color of the car would mean a strong point of view the agency usualy have on a given problem |
| Adam Nowakowski, senior strategic planner | We are a big black Mercedes-Benz SUV. Excellent for rides to the opera and off-road adventures. If you're looking for low maintenance costs and eco-friendliness, get a bicycle. |
| What agencies do you most admire? Why? | |
| Bartłomiej Dyliński Group Account Director | Big but creative offices, who are able to deliver long term strategy crafted in marvelous creative thrugh the lline (or 360degrees) executions, smart enough to build long relationships with their Clients. |
| Jacek Pilachowski, Account Director | Agencies delivering smart and simple solutions to their clients issues, who are able to see/solve problems from unexpected perspective |
| Adam Nowakowski, senior strategic planner | All the regular suspects who prove advertising is indeed an art and who's reputation inspire clients to take risks. LB Chicago, AMV BBDO, Almap BBDO, TBWA/Chiat/Day, Wieden+Kennedy, Jung von Matt, ... |
| List the top few agencies that you do/will compete against most often. | |
| Bartłomiej Dyliński Group Account Director | Saatchi&Saatchi Poland, Grey Poland, Change (local, huge very succesfull agency), Corporate Profiles DBB, Publicis, McCann-Erickson, EURO RSCG |
| Jacek Pilachowski, Account Director | Euro RSCG, McCann Erickson plus some local ones |
| Adam Nowakowski, senior strategic planner | Saatchi&Saatchi, DDB, Ogilvy, McCann, Grey, Change Integrated (and other local full-service or creative boutiques) |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Bartłomiej Dyliński Group Account Director | No 1 Agency in Poland for the 7th time. We are creative, yet effective; lots of prizes are the evidence. We are a real network, not just "a network". We are able to build Clients' business long term and build our success on that. We simply deliver solutions. |
| Jacek Pilachowski, Account Director | creativity in advertising and general communication solution |
| Adam Nowakowski, senior strategic planner | No such value exists. Fortunately, this is also true of our competitors. No one holds a truely unique advantage. |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Bartłomiej Dyliński Group Account Director | We could be perceived as stubborn Agency, the one that knows better than a Client, the one, who is not a good listener, less elastic than smaller or local Agencies. Maybe too big for some Clients, I mean expensive, which personally I find more like a positive. |
| Jacek Pilachowski, Account Director | cost, arrogance, thinking too much about awards wining |
| Adam Nowakowski, senior strategic planner | Arogance (came with success a decade ago, but stayed long after its reasons have faded). |
| 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): | |
| Bartłomiej Dyliński Group Account Director | 1 |
| Jacek Pilachowski, Account Director | 7 |
| Adam Nowakowski, senior strategic planner | 8 |
| 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) | |
| Bartłomiej Dyliński Group Account Director | |
| Jacek Pilachowski, Account Director | |
| Adam Nowakowski, senior strategic planner | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Bartłomiej Dyliński Group Account Director | |
| Jacek Pilachowski, Account Director | |
| Adam Nowakowski, senior strategic planner | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Bartłomiej Dyliński Group Account Director | New Biz strategy approach as well as prospecting |
| Jacek Pilachowski, Account Director | we need to work out our new business strategy: - which brands/companies to be pitched, - resources - what is the agency goal of pitching |
| Adam Nowakowski, senior strategic planner | Understanding what the prospect is REALLY looking for |