| What has been your role in the new business efforts of the agency? | |
|---|---|
| nn | mmm |
| fernando martin. director creativo | pensar ideas o presentar ideas de la mejor forma para convencer a posibles clientes para que trabajen con nosotros. |
| Asier García, Digital Account Director | Demostrate de agency capabilities on digital communication as part of Leo Burnett Iberia features. |
| Laura GUtierrez. Account director for Philip Morris business | Basically none. I'm 100% on my client. I've participated once on the preparation of a pitch. |
| Maria Ferrandez, Account Director | I am not involved in new business, however I have participated in a couple of pitches, particularly giving support in the strategic area. Of course also revising and validating the different creative proposals to present to Clients. |
| Vincent Remlinger Client Service Director | growing my account |
| Ricardo del Campo - Account Director | I have participated actively in many of the agency's NB pitches over the past 4 years. Inall cases my role was as support to the CSD managing the pitch |
| Miriam Aguirre de Carcer | Managing Director Ignitionk |
| Javier Alvira, Account Director | I have been involved in several new business projects in the last year, leading some of them fro brief to presentation. |
| Elena Zamorano Account Director Off Media | Collaboration in some projects |
| olalla escriva de romani strategic creative director | participate in creation, developing and presentation of the strategic idea, concept and, sometimes, campaign, in pitches. |
| Javier Alvarez. Director creativo. | Creación y realización de ideas. |
| Iñigo Rivera Head of Strategic Development | Identify prospects. In the presentation of credentials: Explain the Leo Burnett methodology "HumanKind" In Pitches: Develop the strategy and communication platform. Introduce this one to the Prospects |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| nn | nn |
| fernando martin. director creativo | 30 años trabajando en publicidad. más de 500 presentaciones a concursos. un buen (creo) índice de concursos ganados. ninguna experiencia desde el punto de vista del cliente. |
| Asier García, Digital Account Director | I´ve started directly as account in a spanish traditional digital agency, Wysiwyg, nowadays part of Razorfish and for lot of years one of the most important digital agencies in Spain leading this market. I started and grow there from account executive to Account Director leading the newbusiness and international clients. I worked and manage clients as Nokia, Vodafone, Fiat, Diesel, Barclays, Mercedes and I work close to Razorfish in global projects. I worked for a year in Moriwase, a little design studio based in Bilbao integrating in their processes the digital design and production and after implementing it I decided to come back to the global and heavy projects in big accounts. I started in Leo Burnet one year ago. |
| Laura GUtierrez. Account director for Philip Morris business | I've been working on Leo Burnett for 14 years, I've done my professinal career in this agency. I have worked for several clients - Procter and Gamble, PIlsbury, Affinitty Pet care, Disnyland Paris, Blockbuster...during my first 7 years and the last 7, I've been focused on Philip Morris Business and SAB Miller account. |
| Francisco Cassis, creative director. | In 2002 I started working in Grey in Santiago, Chile. Two years later I came to Spain and since then I've been working in Leo Burnett. I've worked for Fiat, P&G, Kellogg's, Orange, Dewar's, Turner Classic Movies, WWF. |
| Maria Ferrandez, Account Director | I've been working at LB for 11 years now, always in the accounts department. |
| Vincent Remlinger Client Service Director | Started on the client side as a Communication director for a household company Create a below the line agency that I sold to an international group 5 years after work in Direct marketing, digital, media, below the line, buidling protfolio brands for local and international corporation in many different market |
| Ricardo del Campo - Account Director | I worked 1 year at Lintas, 6 at Ogilvy & Mather and now 4 at Leo Burnett. I have always been in the account management department and in the ATL side. Over the years I have worked on both local and multinational accounts as well as new business. I have worked for clients such as Unilever, P&G, IBM, Fiat as well as many leading local brands in a variety of sectors. |
| Miriam Aguirre de Carcer | 100% Leo burnetter. Since 1996 I have been working in the Cliente Service Deparment of Leo Burnett Madrid, with all types of Clients: from the more International and strategic ones such as P&G, Kellogg's, Coca-cola, Vlileda, EuroDisney, Diageo to more local ones Schroders, Sitges Cinema Festival, R ( telco) and now 90% of Ignitionk time is for Orange. |
| Javier Alvira, Account Director | Agencies: DMB&B (D'Arcy), De Federico Valmorisco y Ochoa (Lowe group) and Leo Burnett. Clients: Lego, Philips, Iberdrola, Hewlett-Packard, Spanish Army, Philip Morris, Johnnie Walker (Diageo), CCC (SAB Miller), Hero, Orange, among others. |
| olalla escriva de romani strategic creative director | Since 1987 in 3 different multinationals agencies, in the creative department, as coppywriter, an as strategic creative director since 2000. |
| Javier Alvarez. Director creativo. | 20 años en la compañía como director de arte y desde hace 13 años director creativo. A lo largo de estos años he trabajado para los principales clientes de la agencia y conseguido varios premios en los principales festivales nacionales e internacionales. Mc Donald's, Fiat, Philipe Morris, P&G, Cervecera Canaria, etc. Anteriormente he trabajado para las oficinas en Madrid de DDB y Euro RSCG. |
| Iñigo Rivera Head of Strategic Development | 21 years of experience: 2 years at Ruiz Nicoli Group Bélier as account executive. 9 years at BSB/Delvico Bates as account executive/ Supervisor/Director. 5 years at DDB as accounts Director/ Director of Client Services and Planner 5 years as independent consultant / Strategic planner working with direct clients and some advertising agencies as Saatchi & Saatchi. |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| nn | mm |
| fernando martin. director creativo | -Ideas que solucionan problemas o abren expectativas de negocio. -Ideas siempre adecuadadas a las necesidades del cliente. -Ideas no vistas con anterioridad. |
| Asier García, Digital Account Director | Leo Burnett Iberia is a big ideas creator that integrates and takes the most to all the communication ways and resources available. The integrated ATL, BTL and Digital work as one thing where the idea is not based on the media, but the media is used in the way the idea needs to. This way the strategy gives birth the idea and this uses all the diferent ways/media needed to take most of the idea. |
| Laura GUtierrez. Account director for Philip Morris business | The ageny that builds brands. |
| Francisco Cassis, creative director. | This is a very talented agency. It's fresh, young at heart and has an integrated way of thinking, different from any other agency. And talent mixed with strategic 360º thinking, moved by a hungry young heart, is a rare and great. |
| Maria Ferrandez, Account Director | We like to work as a big team - together accounts, planners and creatives - to offer creative proposals that look different and offer the client not only a “solution” but also notoriety and stand out. We see consumers as humans and understand their needs from this very “human” perspective, so our solutions should make them feel “heard” and somehow happy. Regarding how we work, we like also to put in our Clients’ shoes and work close to them as another important part of our team, and feel equally proud when things go ahead and success. |
| Vincent Remlinger Client Service Director | - We are a fully integrated agency therefore we will provide you the best solution to answer your need - We have amazing creative talents in many different fields. - We are great people to work with, our clients have been here forever. |
| Miriam Aguirre de Carcer | Agency, specialised in "excelence of Client Sevice" that creates tailor made creative solutions. We do not have a long list of Clients, and we don't want it because we listen, understand and pamper our Clients. Our dedication is such, that all our Clients think that we are a "one-client" Agency. |
| Javier Alvira, Account Director | Ignitionk follows the private banking model: full dedication from specialized people. Exclusive account and creative teams and a short number of clients to keep seniority and dedication a priority. In 2 words: client service. |
| Elena Zamorano Account Director Off Media | It's a great creative agency, organized at the level of services and multidisciplinary |
| olalla escriva de romani strategic creative director | An agency really strong in brand strategy and at the same time able to give a new and alternative creative solution. With a great capability, at the client service, feeding and evolving really long term relationships and, at the same time, a human team that creates empathy really fast. |
| Javier Alvarez. Director creativo. | Es una agencia que pertenece a una de las más importantes redes internacionales. Es una agencia muy enfocada a los nuevos soportes de comunicación y innovadora en el uso de esos nuevos códigos. |
| Iñigo Rivera Head of Strategic Development | Leo Burnett Iberia is the first really iberian advertising agency. Leo Burnett Iberia loves the "new consumer". Leo Burnett Iberia believes in "HumanKind", a new approach for the new scenery: ads+acts. |
| Ricardo del Campo - Account Director | Leo Burnett Iberia is a 2 country/2 office (Madrid and Lisbon) integrated agency part of the Leo Burnett Group. LB is one of the top historic agency networks known especially for their work on Philip Morris, Kelloggs, P&G and Mc Donalds. At Leo Burnett Iberia we offer a unique balance between the strength and thoroughness of a multinational, with a vocation for working on local clients of all sizes and industries offering integrated ideas with a strong digital focus. |
| 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? | |
| nn | mm |
| fernando martin. director creativo | Leo Burnett no ha muerto. |
| Asier García, Digital Account Director | Great ideas supported by great solutions |
| Francisco Cassis, creative director. | A ticking bomb of talent. |
| Maria Ferrandez, Account Director | The lack of new business coming into the company about damaging the great work atmosphere & enthusiasm of LB Iberia. |
| Vincent Remlinger Client Service Director | Leo Burnett, the place to be |
| Miriam Aguirre de Carcer | Ignitionk Clients think that they are a One-Client Agency. |
| Javier Alvira, Account Director | It's the client service, stupid. |
| olalla escriva de romani strategic creative director | freshness and enthusiasm |
| Javier Alvarez. Director creativo. | Permanente evolución. |
| Iñigo Rivera Head of Strategic Development | Leo Burnett Iberia: An extraordinary up to date of a legendary name powered by a dynamic team. |
| Ricardo del Campo - Account Director | "Leo Burnett Iberia, what a great agency!" (there are too many good things to put intoone headline. Read the article... |
| 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? | |
| nn | mm |
| fernando martin. director creativo | Volvo. Negro. Seguridad con discrección. |
| Asier García, Digital Account Director | Four-wheel-drive vehicle because the barriers are not barriers. These are opportunities to demonstrate the how the barriers are not barriers if you integrate a 4x4 traction (strategy, ATL, BTL and Digital), because when one wheel fails on its drive the others push the car across the barrier. About the color... we paint our 4x4 depending on the client. The color is part of the strategy and different needs of each client are translated to different colour and the strategy team paints our 4x4 to bring the best clour to the consumers. |
| Laura GUtierrez. Account director for Philip Morris business | Volvo as a secure and consistent car. It does not change too much. The color green - LB color |
| Francisco Cassis, creative director. | A Mini, right when it launched. In that moment it was a new kind of car, small but powerful, that can fit anywhere and that can be customized in a thousand ways so that everybody feels its unique for them. |
| Maria Ferrandez, Account Director | A yellow old beattle. It is about being classic and funny also nice but not agresive or uptodate. Reestlying is coming but there is a feeling of no getting there so fast. Change comes slower than we thought because our current Clients (at least mine) are doing less communication than ussual and there are less opportunities to make great things, aldo also there is no new business coming in that refresh and push the energy of the agency |
| Vincent Remlinger Client Service Director | A bright red Lexus RX . As a crossover it takes you everywhere, safely, in great confort without carrying the bad image of big 4x4. It can carry a full team. Its up to date hybrid technology makes it more efficient than any other car. Its design is very nice without being too tacky, the red color making it fun and lively. |
| Miriam Aguirre de Carcer | A yellow mini. because it is not poretentious however it is an excelent machine; it is fast and dinamic because it is small, it is trendy, beautiful and with no fears ( because of the colour). |
| Javier Alvira, Account Director | A small, orange one, in which the client would always be invited to seat at the codriver's seat. |
| Elena Zamorano Account Director Off Media | Efficient, with power, with beautiful lines and black. A different car to other cars, not too big but with great features. It would be a BMW Mini |
| olalla escriva de romani strategic creative director | red camper van. Team, fun, passion, young, practical |
| Javier Alvarez. Director creativo. | Un gran bus en movimiento. Un vehículo en el que cabe mucha gente, gente subiendo y bajando constantemente. Amarillo como un school bus, porque se aprende, porque hay mucho jaleo, porque hay gente joven... |
| Iñigo Rivera Head of Strategic Development | Crossover. Multicolor. Able to develope 360º strategies for any kind of Client/budget. |
| What agencies do you most admire? Why? | |
| nn | ll |
| fernando martin. director creativo | España: Leo, Scpf, Shakelton... Mundo: Droga 5, Crispin Porter + Bogusky, Widen & Kennedy... Por su capacidad para generar grandes ideas y convencer a los cleintes para que confien en ellas. |
| Asier García, Digital Account Director | CP+B because they demonstrate always who they are and because their capablity to convince the clients and the brands that their propossals are the best for their products is the success of their campaigns. Wieden Kennedy because they have integrated perfectly the 4x4 model. |
| Laura GUtierrez. Account director for Philip Morris business | Local agency SCPF. Very creative agency, but able to build brands. |
| Francisco Cassis, creative director. | Wieden + Kennedy: because they have fun doing great advertising. And not only that, they also do magazines, design products, etc. Droga5: because think of new things and they manage to make them for real. In that process, everything they do is well crafted and perfectly fit into strategy. Crispin Porter Bogusky: because they do things. I don't their ideas are impossible to have, but what's remarkable about them is that they produce them, no matter what. Almap BBDO: In print, this is the most creative agency in the world. They always find new ways of making a print ad and the crafting is the best in the world. |
| Maria Ferrandez, Account Director | SCPF. it is the an agency able to create and "built" brands (strategically) in a very creative and notorious way. |
| Vincent Remlinger Client Service Director | Crispin Porter, for their creativity |
| Miriam Aguirre de Carcer | SCPF They are capable to do excelent creativity where the product is the hero!!! and have both things together it is very, very difficult!! |
| Javier Alvira, Account Director | Those who manage to keep excellent creative work and long-term trust from its clients. As simple as that. |
| Elena Zamorano Account Director Off Media | Shackleton; has the power to be everywhere, it sells very well. It's a very creative agency, but not too strategic |
| olalla escriva de romani strategic creative director | SCPF they have create big brands. Really strong in strategy, creativity and long term philosophy. |
| Javier Alvarez. Director creativo. | Esta es la agencia que más me ha gustado siempre. Por su gente, por su espíritu. SCPF, por crear y cuidar marcas. Por ser fieles a ellas durante años. |
| Iñigo Rivera Head of Strategic Development | Wieden & Kennedy. Crispin Porter. BBH. for their creative capabilities. |
| Ricardo del Campo - Account Director | Unfortunately in this business admiration seems to be something temporary. I admire (more love /hate) those who beat us at NB pitches, although I am often left with an uneasy feeling that it hasn't always been about the work. |
| List the top few agencies that you do/will compete against most often. | |
| nn | ñ |
| fernando martin. director creativo | Scpf, Shakelton, Tapsa, Crontrapunto, DDB, Young & Rubican, Mc Erickson... |
| Asier García, Digital Account Director | Shackleton, TBWA, Contrapunto and Doubleyou. |
| Laura GUtierrez. Account director for Philip Morris business | Mc Cann, SCPF, Publicis, Shakleton,... |
| Francisco Cassis, creative director. | Shackleton, McCann, Sra. Rushmore, SCPF. |
| Maria Ferrandez, Account Director | shackelton, DDB, maccan, tapsa, scpf, ... |
| Vincent Remlinger Client Service Director | Y&R, TBWA, small local hotshop |
| Miriam Aguirre de Carcer | All |
| Javier Alvira, Account Director | Mcann Erickson (as they manage movistar; and won some new business we pitched for) Tapsa / SCPF (as they manage Vodafone) Sra Rushmore (as it's always commented as the reference by our main client) Comunica con A (as they're always there in case my clients wants a second opinion) |
| Elena Zamorano Account Director Off Media | Shackleton Contrapunto BBDO |
| Javier Alvarez. Director creativo. | SCPF Shakelton Sra. Rushmoore |
| Iñigo Rivera Head of Strategic Development | MacCann Ericson DDB Y&R Ogilvy Some locals: Shackelton, SCPF |
| Ricardo del Campo - Account Director | Sra. Rushmore, Shackleton (both local shops) |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| nn | jk |
| fernando martin. director creativo | ?????? Soluciones digitales? |
| Asier García, Digital Account Director | Our capability of taking out fresh ideas based on strong concepst. |
| Laura GUtierrez. Account director for Philip Morris business | no idea |
| Francisco Cassis, creative director. | Integrated thinking and non traditional solutions to their problems. |
| Maria Ferrandez, Account Director | Experience and understanding of both Clients and Consumers |
| Vincent Remlinger Client Service Director | an understanding of his brand and consumer, a creative know how that is hard to find on the market |
| Miriam Aguirre de Carcer | Real Care for their bussiness amd for themselves. |
| Javier Alvira, Account Director | full dedication, expertise on the category and the brand and focus on client service. |
| Javier Alvarez. Director creativo. | Cariño real por su marca. Plena convicción de que nuestras propuestas serán las mejores para su marca por encima de si lo serán para el director de marketing. |
| Iñigo Rivera Head of Strategic Development | I don't know compared to other agencies. Clients never have told me. |
| Ricardo del Campo - Account Director | The involvement of our specific talent. Probably the pure integrated idea approach. We are very discipline/media neutral for a network |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| nn | hj |
| fernando martin. director creativo | ????? |
| Asier García, Digital Account Director | Old School agency that is in the period of change while other agencies has changed few years ago ¿? |
| Laura GUtierrez. Account director for Philip Morris business | no idea |
| Francisco Cassis, creative director. | The lack of visibility. And it's a vicious circle we need to break. |
| Vincent Remlinger Client Service Director | yes, no perceptions, no real understanding of what we do |
| Miriam Aguirre de Carcer | Not very good creativity on air. An enormus client that may bring the client to think that we only have eyes for them |
| Javier Alvira, Account Director | the small size of our agency can be perceived positively but negatively as well. |
| Iñigo Rivera Head of Strategic Development | Maybe we miss hard selling approach, activation in the point of sale... |
| Ricardo del Campo - Account Director | As many perceptions as there are people. Nothing specific for all though. |
| 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): | |
| fernando martin. director creativo | 1 |
| Asier García, Digital Account Director | 3 |
| Laura GUtierrez. Account director for Philip Morris business | 5 |
| Francisco Cassis, creative director. | |
| Maria Ferrandez, Account Director | 2 |
| Vincent Remlinger Client Service Director | |
| Miriam Aguirre de Carcer | 8 |
| Javier Alvira, Account Director | |
| Javier Alvarez. Director creativo. | |
| Iñigo Rivera Head of Strategic Development | |
| Ricardo del Campo - Account Director | 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) | |
| fernando martin. director creativo | |
| Asier García, Digital Account Director | |
| Francisco Cassis, creative director. | |
| Maria Ferrandez, Account Director | |
| Vincent Remlinger Client Service Director | |
| Miriam Aguirre de Carcer | |
| Javier Alvira, Account Director | |
| Javier Alvarez. Director creativo. | |
| Iñigo Rivera Head of Strategic Development | |
| Ricardo del Campo - Account Director | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| fernando martin. director creativo | |
| Asier García, Digital Account Director | |
| Francisco Cassis, creative director. | |
| Maria Ferrandez, Account Director | |
| Vincent Remlinger Client Service Director | |
| Miriam Aguirre de Carcer | |
| Javier Alvira, Account Director | |
| Javier Alvarez. Director creativo. | |
| Iñigo Rivera Head of Strategic Development | |
| Ricardo del Campo - Account Director | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| fernando martin. director creativo | ?????? |
| Asier García, Digital Account Director | More tangible propossals |
| Francisco Cassis, creative director. | Get people who are specialists in new business, with a lot of contacts and influence in the market. People with their phones filled up with names of key people they can call anytime. |
| Vincent Remlinger Client Service Director | improve the agency awarreness on the market. Advertisers need to know what can of unique thinking and expertise we have in house. At time of pitches, we need to stand out by providing short term solutions that can also build brand on the long term using the P&G Store back approach. |
| Miriam Aguirre de Carcer | really think about it!!! |
| Javier Alvira, Account Director | So far at Ignitionk we would need to have more time/team members to properly face a new business. |
| Javier Alvarez. Director creativo. | No lo debemos estar haciendo tan mal cuando hemos pasado a la mayoría de las fases finales. Ser 2º no es un consuelo pero indica que no estamos tan equivocados. |
| Iñigo Rivera Head of Strategic Development | Better identify prospect clients needs |