| What has been your role in the new business efforts of the agency? | |
|---|---|
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | lead or support most all pitches for HC team. |
| Suzanne Zurn, VP Digital Consulting & CLient Development | I lead new business for the digital team (Studio D) in North America. |
| Kimberly Davis, SVP, Technology Practice Lead | Primary Responsibility. Responsible for bringing in approximately $2M in new business in FY12. |
| Jean-Louis Robadey | For the past two years, have led busines development efforts on behalf of the SI practice, from marketing to opportunity identification, pre-pitch scoping, proposal development, and closing the sale. Led about 20-25 capture strategies and business development efforts. Previously led the business development function at my last employer, Pact Inc, a $200 million non-profit organizations that raised money through multi-year retainers and grants, and consulting services. Built and managed a 12 people business development team that raised 150 million dollars/year in new business from foundations, government donors, and corporations. |
| Lisa Allen, SVP & General Manager (San Francisco) | Strategy, marketing/lead generation, pitch development |
| Malina Johnson, Vice President, New Business Development Microsoft Account | It's brand new, no one has ever held this role solely. |
| Wendy Huston, VP Business Development, NA | I have played many different roles over the past six years at WE. 1. Started a service offering (Events) and built it to a 1M piece of business over 2 years (profitable from day one). Built primarily on organic growth from clients already working with the agency. 2. Worked in partnership with the North America biz leads in the role of VP Business Services, NA for the past 1 1/2 focusing on financials and talent. From a NB perspective, this included making connections for people to be on NB teams and working to implement consistency into the budget process. 3. Currently lead the business development team for North America, currently reactively focused with the goal to be proactive by EOY. |
| Caroline Sanderson | Identifying targets, leading RFPs for the Social Innovation Team for new clients, driving organic business |
| Aimee Corso, Senior Vice President | Leading multiple efforts for the healthcare practice |
| Jenny Moede, EVP | I've been in an active new business role for about 12 years, first as the lead of the healthcare business (which started from scratch), the environment practice (started that too, was only involved for about a year) and for the past two years as the lead of the NA practice groups. |
| Nadina Guglielmetti - VP Digital Strategy | I've participated in many new business opportunities (RFPs and Pitches) I am often sourced to particpate in bringing in new business. |
| Joe Farren, SVP/General Manager | Win Public Affairs new business and assist other practices with their big pursuits |
| Alison Schwartz, Senior Vice President | Supporting RFP responses, pitching in person. Networking. Identifying new business targets and the "ideal client." Developing the skill sets of the people on my team who have never pitched new business. 95% of them. |
| Kent Hollenbeck, Sr. VP Corp Communications | Have been part of new biz efforts while on the account side. While on comms for WE have supported CEO roles in pitches and worked with teams on ideation in support of new biz pitches. |
| Elizabeth Herrera Smith, VP | Have participated in new business as it relates to organically growing the Microsoft account. Most recently, I was part of the core team that pitched for the Microsoft Retail social media business. |
| Jason Moriber Lead, Social & Digital Awesomeness | I've been engaged in nearly all new facets of biz dev as social & digital asks are on the rise. |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | WE for 15 years, prior to that a short stint in-house at a tech start up, and before that another PR agency; clients were all in the technology industry. |
| Suzanne Zurn, VP Digital Consulting & CLient Development | I have worked at primarily small-medium sized agencies over the past 14 years, and at Waggener for 2 years. I've led new the new business function at small agencies, directed a team of new business professionals, and managed client-side accounts (all at the same time!). |
| Kimberly Davis, SVP, Technology Practice Lead | Agency: Insyc Partners (small tech botique in Portland; later acquired by WaggEd); 16 years at WE Accounts: Microsoft (Corporate), Texas Instruments, AMD, GE, as examples. |
| Jean-Louis Robadey | Worked for ten years (1994-2004) as a management consultant and practice lead for Andersen Business Consulting. Built offices and practices in Geneva and Washington DC, and directly contributed to 15-20 million dollars in consulting fees. Following that, worked for 5 years (2004-2009) as VP Strategy for Pact Inc, which included business development and communications. In that context, procured $500k/year in communications support services, primarily digital support, corporate communications, and PR. |
| Lisa Allen, SVP & General Manager (San Francisco) | I have been at WE for 18 months, focusing mostly on Honeywell Aerospace, biz dev and general manager responsibilities. Prior to joining WE, I worked with a range of major brands and start-ups in the b2b and b2c technology and digital media sectors. Client experience includes Panasonic, HTC, the Mobile Entertainment Forum, NEC, Glu Mobile, Amobee, Shazam, Jumptap, Yell.com, ntl (now Virgin Media) and New Energy Finance. |
| Malina Johnson, Vice President, New Business Development Microsoft Account | I have been on the Microsoft account for nearly 12 years starting at the agency as an intern. My only non-Microsoft experience has been with 6 months helping to launch the agency's Honeywell Aerospace account and working closely with companies Microsoft acquired. |
| Wendy Huston, VP Business Development, NA | Waggener Edstrom is my first agency experience. While there I've worked with a wide variety clients - TMobile, HTC, Microsoft, Canon, Gates Foundation, . On the client side I've worked in the fast food industry in internal and external communications. |
| Caroline Sanderson | Nortel Networks (Asia) Corporate Communications (in-house) - 8 years AT&T Wireless/Cingular B2B Comms Director (in-house), handled Cingular merger comms - 2 years Waggener Edstrom (agency); corporate practice, Microsoft corporate team, Social Innovation practice lead - 7 years |
| Aimee Corso, Senior Vice President | Agency experience FischerHealth 10 years (agency successfully sold to Porter Novelli for high valuation) My own agency - 1 1/2 years WeissComm now WCG (4 years) WagEd 18 months Client side In-house at two different hospitals - total 3 years |
| Jenny Moede, EVP | I worked "client-side" early in my career, in First Bank System's corporate communications team. From there I went to Edelman for about four years in DC (and was involved in new biz), and then to WE in 1994, where I spent the first eight years on the Microsoft team (no new biz there). Since then I've worked for multitudes of large and small healthcare (biotech, pharmaceuticals, medical device) companies, a Cargill bioplastics subsidiary, a natural hand-sanitizer company ... And at Edelman I had a very weird cross-hatch of clients: the National Cattlemen's Association, LaFarge (cement company), a publisher, a soil-vacuum extraction company, etc. |
| Nadina Guglielmetti - VP Digital Strategy | I spent most of my career on the client side working for L'Oreal, Estee Lauder, Pfizer, Calvin Klein and this is my second agency experience. I was with a small boutique HNW before moving here. |
| Joe Farren, SVP/General Manager | 9 years. 6 at a lobbying firm in New Jersey and 3 at Waggener Edstrom |
| Alison Schwartz, Senior Vice President | I have worked in large PR firms for half of my career (10 years.) Ogilvy, Edelman and WE. I have worked on tech, telecommunications, start-up, consumer and consumer technology accounts. Until this role at WE I had always been a client facing account leader running accounts of all sizes. |
| Kent Hollenbeck, Sr. VP Corp Communications | Started on client side at Gateway, Inc. Have been with WE 12.5 years...started on MS account, past 5 years have been on infrastructure with driving mktg/comms for WE and supporting the CEO's exec comms platform. |
| Elizabeth Herrera Smith, VP | My agency and client experience is solely based in Waggener Edstrom. In May I will have been here 12 years. Prior to coming to the agency, my experiences were very much based in non-profit work and PR for a hospital and a college. |
| Jason Moriber Lead, Social & Digital Awesomeness | My experience is with internet start-ups and seed-stage VC. Thought I grew up in a PR household, I've only worked at a a large agency for the past 1.5 years. Previous to my time at Waggener I was a partner in a small boutique digital shop for 7 years. |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | We're a multi-service global commincations agency. We create digital and traditional solutions to engage markets, build influence and drive impact for the world's most innovative brands. We gravitate toward companies that are making a difference in people's lives through discovery and innovation. |
| Kimberly Davis, SVP, Technology Practice Lead | We are an agency with experience and interest in working with Innovative companies -- whether innovating in key areas of technology, or innovation in business process and practices. We are effective in helping companies innovate with impact -- in shifting perceptions and transforming a company's narrative to assist in solving the business problem at hand (sales, corporate invention, etc.). We have the relationships with the industry influencers -- those that are influencing your core audience. |
| Jean-Louis Robadey | Dear X, I read about the Award you received for your game-changing technology that helps geologists map and track rare minerals. Congratulations: this is such an incredible recognition for your work. At Waggener Edstrom, we have made it our specialty to help innovative companies tell their story in a way that can dramatically enhance their business. You are a dream client for us, and I;d love to talk about ways for us to partner in support of your exciting work. Can I give you a call? Yours in innovation Jean-Louis Robadey |
| Lisa Allen, SVP & General Manager (San Francisco) | WE is a global communications agency, focused on giving voice to some of the world's most innovative companies. Our blend of strategic storytelling, creative thinking and seamless execution gives our clients the impact to stand out. |
| Malina Johnson, Vice President, New Business Development Microsoft Account | Waggener Edstrom Worldwide has a rich DNA in storytelling. It doesn't matter what medium that is - storytelling is timeless has evolved from Guttenberg to Zuckerberg. Do you feel you need experience with the fine nuance to give your story a voice across your layers of critical audiences. |
| Wendy Huston, VP Business Development, NA | As brokers of knowledge and invention, we give innovation a voice using modern and sophisticated methods. We power digital engagement with an award-winning combination of technological tools and human analytical expertise. We start conversations, and turn influence into insight that builds strong and healthy brands. |
| Caroline Sanderson | Waggener Edstrom is a full service, global agency focused on innovation. We have 900 people in 16 offices and help clients communicate about innovation -- be it a technical innovation like a smartphone, or a social innovation like the importance of vaccines. We work with both private sector and non-profit clietns suchs as Microsoft, HTC, T-Mobile, the Gates Foudnation, UNICEF and The United Nations Foundation. |
| Jenny Moede, EVP | Waggener Edstrom is a leading independent communications agency with offices in the US, EMEA and APAC. We seek out companies and organizations that are driven by innovation, providing powerful integrated communications support for their business objectives, whatever their stage of business development. We are smart, passionate and creative with a roll-up-our-sleeves work ethic. |
| Nadina Guglielmetti - VP Digital Strategy | Waggener Edstrom is a global and independent communications agency. Our focus is on companies and products that bring innovation to the marketplace. We use integrated influence to bring innovation storytelling to life across traditional and mobile channels. |
| Joe Farren, SVP/General Manager | Waggener Edstrom is one of the largest privately-held communications agencies in the world. And as a partner firm, we don't think of having clients, we think of having partners. We provide boutique service together with a global footprint. |
| Alison Schwartz, Senior Vice President | A dynamic firm that prides itself on turning innovation into impact. We are a large, global firm that operates more like a small firm and is totally dedicated to our client's success. |
| Kent Hollenbeck, Sr. VP Corp Communications | Waggener Edstrom's heritage is firmly rooted in the world of innovators. And it's from this base that our value gets delivered for brands that know an invention, is only an innovation once it gets into the hands of people who can benefit from it most. We help bridge the divide from invention to impact through our integrated approach that delivers measurable results. |
| Elizabeth Herrera Smith, VP | For decades, Waggener Edstrom Worldwide has been working in partnership with some of the world's leading companies to tell their story to the audiences they care about most. As a full service communications agency, we can work with you to identify the right strategies, campaigns and tools to compel these audiences to action -- whether it be influencing the policy makers in D.C. who shape the decisions that impact your company to winning the hearts and minds of consumers who buy your products -- Waggener Edstrom can create the right plan for you. |
| Jason Moriber Lead, Social & Digital Awesomeness | Waggener is always on the move! Since our inception we've provided the innovative, proactive and reactive communications answers and services that solve the business problems for our clients. Innovation is in our blood, we're hungry for great work. |
| Stuart Elliott, who covers agencies for the New York Times, decides he is going to write an article about your agency. After spending a day at your offices, and then going back to write the piece.... what would the headline be? | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | When Innovators go to be Heard |
| Suzanne Zurn, VP Digital Consulting & CLient Development | Waggener Edstrom: Give Them a Chance |
| Kimberly Davis, SVP, Technology Practice Lead | "WE Leads Clients Through the Evolving Model of Influence" |
| Jean-Louis Robadey | Meet Waggener Edstrom: a company that understands how communications can change the world. |
| Lisa Allen, SVP & General Manager (San Francisco) | WE makes an impact in Silicon Valley |
| Malina Johnson, Vice President, New Business Development Microsoft Account | If an Agency Were a Bottle of Wine, Waggener Edstrom Worldwide is Earthy, Edgy, Proven...Even for an Experienced Palate |
| Wendy Huston, VP Business Development, NA | Turning Influence Into Impact, a Waggener Edstrom Tradition |
| Caroline Sanderson | Innovation: it's so much more than gadgets and software |
| Jenny Moede, EVP | It probably depends on which office he landed at!! No, seriously, he'd write "Waggener Edstrom; Who Knew?" |
| Nadina Guglielmetti - VP Digital Strategy | Waggener Edstrom - Storytelling 2.0 |
| Joe Farren, SVP/General Manager | Energy and Focus Separates Waggener From The Pack |
| Alison Schwartz, Senior Vice President | Waggener Edstrom is Growing Up. |
| Kent Hollenbeck, Sr. VP Corp Communications | Aspirational or current :)? Aspirational: The innovators advocate Current: Microsoft's PR Machine Tries to Reinvent Itself |
| Elizabeth Herrera Smith, VP | Waggener Edstrom Worldwide Maintains Independent Spirit, Sets Sights on the World |
| Jason Moriber Lead, Social & Digital Awesomeness | Stoically Vibrant, Waggener mixes the old with the new to create success. |
| 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? | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | Subaru. Blue station wagon. Dependable, understated and not flashy. Versitle. |
| Kimberly Davis, SVP, Technology Practice Lead | Red Mini Cooper. International, Pragmatic vs. Luxurious, a bit quirky and odd, but gets you from point A to point B very effectively. |
| Jean-Louis Robadey | BMW, dark blue -- elegant, desirable, intriguing, fast enough, but not quite in the Mercedes, and not quite as edgy as Audi -- somewhere in between |
| Lisa Allen, SVP & General Manager (San Francisco) | (aspirational) Tesla Model S - ahead of its time, stylish, powerful, fast, and yet environmentally responsible |
| Malina Johnson, Vice President, New Business Development Microsoft Account | A Mini Cooper, remaking the classic....in navy with racing stripes...professional but cool |
| Wendy Huston, VP Business Development, NA | Prius, dark red. Why a Prius? Because we strongly believe in our commitment to make our world better and we practice what we preach. Red - because we stand out... dark, because we aren't flashy. |
| Caroline Sanderson | Blue Mercedes E Class- High quality and classy, awesome service experience, nav system and electronics good, but overly complicated, and a bit pricey. Black and silver are the most common Mercedes colors -- that woudl be Edleman or Weber. Blue is more unique, a bit off the main track. |
| Jenny Moede, EVP | Subaru legacy, that cool red/burgundy color. Dependable, smart choice, not flashy, lots of muscle but it's kind of hidden (4 wheel drive but a smaller car), spunky, unintentionally Northwestern (we can't help it - yes it's a Japanese car but Subarus are every second car in Portland/Seattle). |
| Nadina Guglielmetti - VP Digital Strategy | Honda Odyssey - We can fit as much in the car as needed and it has the latest and best technology. It is a 'Smart' car. It is practical and modern. But, it is big so it can be hard to park and not the most fuel efficient. |
| Joe Farren, SVP/General Manager | White GMC Acadia |
| Alison Schwartz, Senior Vice President | One of the new cadilacs. In silver. because we are an old school firm on the verge of being cool and relevant again. |
| Kent Hollenbeck, Sr. VP Corp Communications | WE would be a 1989 4x4, blue Ford Bronco with a nice pair of rims. Utilitarian...what you turn to drive when things get dicey outside, and a workhorse when things are calm...all in an inoffensive color. The rims show off a desire to be current and perceived differently - but it only marginally distracts from the fact that what it really needs is some body work, fresh paint and a new engine if it really wants to look, drive and be seen differently. |
| Elizabeth Herrera Smith, VP | Ford Fusion -- grounded in the fundamental principles of good care design, while innovating in surprising ways and keeping it's eye on the future. |
| Jason Moriber Lead, Social & Digital Awesomeness | A hybrid-electric sports-terrain vehicle. Can speed across the Sahara and the autobahn with low-environmental impact. With plenty of cargo room, super handling, and a powerful engine our model can rev up, and slow down, at a pace that creates comfort. We'd be a chameleon-color, changing based on our environment to create low-impact (example: white in the summer heat, black in the winter sun). |
| What agencies do you most admire? Why? | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | Edelman, becasue they always seem to win. In every sector. WCG - creative and have grown fast and expanded their service offering in what seems like record time. Cohn & Wolfe - creative and scrappy Porter Novelli - client rooster is impressive. Large and diverse shop. |
| Suzanne Zurn, VP Digital Consulting & CLient Development | Qorvis - They are medium sized, don't have practice group silos, have cranked out a ton of amazing digital work for the size of their team. They also don't use the billable hour model. All projects are fixed fee. They have a dedicated sales person and an in-house lead gen program to find the customers they want to work with. |
| Kimberly Davis, SVP, Technology Practice Lead | Rudder Finn - is on a winning spurt. |
| Jean-Louis Robadey | APCO -- gravitas, expertise, commitment to issues IDEO -- design thinking Saatchi -- creativity |
| Lisa Allen, SVP & General Manager (San Francisco) | Outcast - client list and media relationships Edelman - good at new business pitches |
| Malina Johnson, Vice President, New Business Development Microsoft Account | I don't admire the conglomerates, Weber and Edelman. They make decisions for shareholders based on the quarter vs. decisions for their people and their clients. I do admire the botique firms. They seem to have a lot of creativity in expression and less of the day to day hand holding we encounter on the Microsoft account. |
| Wendy Huston, VP Business Development, NA | I tend to admire smaller more boutique agencies, as they are able to be more nimble in how they approach change and pursuits. |
| Caroline Sanderson | Fenton -- I admire their commitment to cause campaigns, ability to pull together really smart looking marketing materials. APCO - laser focus on gov't elites, I admire their FOCUS Edelman - very good at BRANDING (research - Trust barometer, health barometer, etc.) |
| Aimee Corso, Senior Vice President | WCG - proven growth; culture of innovation, integrated approach to communications and influence |
| Jenny Moede, EVP | Right now I admire a class of agencies ... the smaller, super-creative shops that don't pigeon hole themselves into a particular type of communications. |
| Nadina Guglielmetti - VP Digital Strategy | Weiden Kennedy - for their ability to deliver amazing creative R/GA for working with amazing clients (Nike) and delivering amazing digital work IDEO for their innovative approach to solving business problems Droga5 for blending online and offline campaigns |
| Joe Farren, SVP/General Manager | GMMB (creative, relentless). Fleishman (creative, smart, experienced, professional) |
| Alison Schwartz, Senior Vice President | Edelman for their new business and awards efforts. Kaplow for their consumer engagement expertise. Outcast for their ability to attract top talent. |
| Kent Hollenbeck, Sr. VP Corp Communications | Edelman for their total commitment and focus on winning biz. |
| Elizabeth Herrera Smith, VP | Edelman - while I don't necessarily like their culture, based on my own interactions with people who work there, they are very good about publicizing their work, making a name for themselves and selling themselves to clients. they have a certain polish and finesse in the way they present their work that make clients stand up and take notice. Boutique agencies - small, scrappy, held to a different standard, often able to take bold risks |
| Jason Moriber Lead, Social & Digital Awesomeness | R/GA. They adapt and change their path in a predictive manner. They shift before the market does. |
| List the top few agencies that you do/will compete against most often. | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | Edelman. Cohn & Wolfe, Ruder Finn, WeissComm Group, Weber Shandwick |
| Suzanne Zurn, VP Digital Consulting & CLient Development | Edelman Porter Novelli APCO digital boutiques |
| Kimberly Davis, SVP, Technology Practice Lead | Weber Rudder Finn Bite |
| Jean-Louis Robadey | APCO Weber Fenton Edelman Cohn and Wolfe |
| Lisa Allen, SVP & General Manager (San Francisco) | Edelman, Weber, Ruder Finn / Finn Access, Outcast, Bite, Shift, Lewis |
| Malina Johnson, Vice President, New Business Development Microsoft Account | Weber, Edelman, Sunshine, Deutche |
| Wendy Huston, VP Business Development, NA | Edelman, Webber, Text 100, |
| Caroline Sanderson | Weber, GMMB, Apco, Edelman, Sometimes: Fenton, Cone, Cause Consulting |
| Aimee Corso, Senior Vice President | Edelman, Ruder Finn, WCG, Fleishman |
| Jenny Moede, EVP | We compete against Ruder Finn and Finn Partners constantly, Edelman, Weber, Golin, Ogilvy. Less so H&K, Burson or Ketchum (is that even still in existance?) these days. Plenty of small shops are making it into the mix, Bite, Outcast, and other technology-focused places. |
| Nadina Guglielmetti - VP Digital Strategy | Edelman Weber |
| Joe Farren, SVP/General Manager | APCO, Qorvis, Fleishman |
| Alison Schwartz, Senior Vice President | WebShan Flieshman Hillard |
| Kent Hollenbeck, Sr. VP Corp Communications | Edelman, Weber, Burson, Porter |
| Elizabeth Herrera Smith, VP | Edelman, Weber Shandwick, boutique consumer agencies |
| Jason Moriber Lead, Social & Digital Awesomeness | Weber Shandwick Edeleman Banyon Branch Spring Creek |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | Responsive, committed, reliable and industry, product and market depth. |
| Suzanne Zurn, VP Digital Consulting & CLient Development | Quality advice - even when we know the feedback is unpopular we give them our best recommendations. |
| Kimberly Davis, SVP, Technology Practice Lead | Execution. Strategic thinking with impact ("to what end"). |
| Jean-Louis Robadey | Deep knowledge of industry/issues Strategic thinking that directly ties back to core business Commitment, partnership, long-standing relationship Knowledge of organizational ecosystem Outside the box thinking -- new, bold solutions |
| Lisa Allen, SVP & General Manager (San Francisco) | Measurement Ability to handle production/design Global |
| Malina Johnson, Vice President, New Business Development Microsoft Account | Better storytelling, unmatched flawless execution and partnership at the hip |
| Wendy Huston, VP Business Development, NA | How well we know the clients business and make connections that allow them to grow. |
| Caroline Sanderson | Strategy, strategy, strategy -- very thoughtful input on using comms to solve their business problems |
| Aimee Corso, Senior Vice President | Highest level of industry knowledge |
| Jenny Moede, EVP | It's really hard to nail down a single thing - I'd say we can knit some really interesting things together. Everyone is trying to do everything right now and we find ourselves in the mix with some really unexpected companies (Deutsche, Mother, Big Fuel, Banyan Branch) - combination of social, digital, creative, experience - this is more within existing clients like HTC and Microsoft, less so with new RFPs. |
| Nadina Guglielmetti - VP Digital Strategy | Measurement - we have incredible in house measurement solutions digital - we have full service capabilities in house senior attention - our clients are serviced by senior leadership Quality - quality is very important to us at every turn |
| Joe Farren, SVP/General Manager | Senior Counsel |
| Alison Schwartz, Senior Vice President | True hand holding and strong medial relations skills. (This is the truth but not something I like or am proud of) |
| Kent Hollenbeck, Sr. VP Corp Communications | We get tech extremely well and have a great deal of credibility in this space. We also are solid and reliable (especially in tech) to deliver results, know the media and drive relationships. |
| Elizabeth Herrera Smith, VP | For Microsoft specifically, a left to right view of the company, integration that even they themselves can't often do, history, deep knowledge of the company. Clients broadly - unmatched storytelling expertise |
| Jason Moriber Lead, Social & Digital Awesomeness | Next-generation planning. We help them navigate the "next." In tandem we thoroughly help them understand the now. |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | Late to the party on digital and social. Not creative. Healthcare team spread thin, lack of HC expertise in Europe. Haven't been able to hire in front of growth. |
| Suzanne Zurn, VP Digital Consulting & CLient Development | We are expensive. We are not flexible. We are Microsoft's agency. We are a PAC-NW focused company. |
| Kimberly Davis, SVP, Technology Practice Lead | Microsoft (a positive, as well as a negative). Old Narrative (they don't know how much we've changed in the last 3 years) -- global, more than a MSFT shop. Concern that they will be a small fish lost in a big pond (too big; not a botique). And they aren't a large enough account to be the big fish at the agnecy (comparing themselves to MSFT). |
| Jean-Louis Robadey | Microsoft agency Process oriented, lack of creativity -- solid on execution, not on strategy and design Lack of brand visibility (especially in social innovation) Pacific north west -- away from centers of power |
| Lisa Allen, SVP & General Manager (San Francisco) | I think we're viewed as safe but not exciting, not as creative as we could be The Microsoft / NW connection hurts us in San Francisco |
| Malina Johnson, Vice President, New Business Development Microsoft Account | Old Microsoft persona and corporate tape, lack of creativity |
| Wendy Huston, VP Business Development, NA | Not global. Too small - we tend to silo around our clients and don't introduce others within WE into the mix. |
| Caroline Sanderson | Social Innovation team is small -- we don't have the manpower to execute large scale campaigns |
| Aimee Corso, Senior Vice President | Tech agency; no real healtcare experience, not familiar, unheard of, PNW only |
| Jenny Moede, EVP | We are often pegged as "MIcrosoft's agency" or just a technology shop. Our digital initiaitves over the past years have won us a lot of awards but there's also some buzz in the marketplace that they're not so sharp. |
| Nadina Guglielmetti - VP Digital Strategy | We are a tech agency We are miscrosoft's agency We are too expensive |
| Joe Farren, SVP/General Manager | Not as established as competitors in the market. "Tech firm." |
| Alison Schwartz, Senior Vice President | We aren't strategic enough. We don't do consumer work. |
| Kent Hollenbeck, Sr. VP Corp Communications | That we don't get, or do consumer, and that we are NW and tech only...or at least that is all we excel at. |
| Elizabeth Herrera Smith, VP | For consumer - not enough consumer brands in our portfolio, tech centric agency, Microsoft's agency of record, not enough global presence, can't scale |
| Jason Moriber Lead, Social & Digital Awesomeness | That our history of being a media relations company also means that we can't execute on new ideas. |
| What is one of the most innovative "pitch or RFP tactics" the agency has ever applied in a new business situation? This might include a distinctive questionnaire response or RFP, "presentation theater," dressing of the room, unique video content, innovative research, a special way of engaging/interacting with the client, etc., etc. | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | Maloney & Fox wore bathing caps to the Tupperware pitch! I think that got their attention! Sticks out to me. |
| Suzanne Zurn, VP Digital Consulting & CLient Development | Several recent examples of dressing them room with large boards, placemats, Journey Books, Random Objects in a Duffle Bag with Name badges introducing ourselves. My favorite was the Discover pitch - we sent an orange duffle bag with the hard copy RFP and objects for the journey with a name badge attached to intro the team. In the pitch room, we brought a second bag with the object to re-set the scene and our introductions went like this," Hi I'm Suzanne (as I pick up the Swiss Army knife) and you should think of me as your all-in-one digital startegist. Whatever your need, I have just the right tool to help. |
| Kimberly Davis, SVP, Technology Practice Lead | Set up an experience/new venue to simulate the launch venue (for AMD). |
| Jean-Louis Robadey | Gates Foundation video & introductions Discovery Card experiential "bag" Beautiful designs (Pfizer, WWF, etc.) |
| Lisa Allen, SVP & General Manager (San Francisco) | Not enough involvement in pitches to know |
| Malina Johnson, Vice President, New Business Development Microsoft Account | The BG3C pitch - a document with no words, only drawings on cubed paper. |
| Wendy Huston, VP Business Development, NA | The one that immediately ocmes to mind is a NB pitch we did for Microsoft Windows business for the Vista launch. We rented tents, limo's...went all out. Lost the business. |
| Caroline Sanderson | bgC3 - chicken and cow drawings to drive a converation, sending box ahead with unique items to talk about our value (compass for startegy, first aid kit for "always prepared" etc..) Gates Family Health - cards with 3 key take aways Starbucks - packaging of RFP response - cover in corrugated card board, like coffee sleeve BIg Gates pitch - WE video. (Good but too EXPENSIVE! ROI no good.) |
| Jenny Moede, EVP | We did a wheel of fortune type thing for a BMC pitch a while ago - super creative, the team basically was set to answer any question and the wheel gave the clients the driver's seat. We've used a few clever videos to introduce staff at early stages of a pitch. There was also a great visual deck used in the bgc3 pitch that focused on cows and chickens, a barnyard analogy. |
| Nadina Guglielmetti - VP Digital Strategy | For the MS Social Media Pitch we built various examples of what we would deliver on boards and dressed the room. The conversation was lead by the boards not a deck For the Discovery pitch we sent a bag to the client with theRFP response and with tour guide badges which was a theme throughout the pitch |
| Joe Farren, SVP/General Manager | We put a slide up in the front of the banks right after the crash that was simply an open road with a huge fallen tree in the middle of it. We wanted them to laser focus on the the barrier that was preventing them to begin an image recovery. |
| Alison Schwartz, Senior Vice President | I don't know. I have only been here a year and have not seen an RFP response that was truly innovative. The Discover pitch came close. |
| Kent Hollenbeck, Sr. VP Corp Communications | Our approach to trying to retain the Windows Phone business several years ago was creative -e.g. one tactic = 'mysterious' delivery men in white suits dropping off devices to the clients prior-to the pitch. We were in a place where, as the incumbent, we were operating from a deficiency. But the creative leading up to the pitch was solid. |
| Elizabeth Herrera Smith, VP | I haven't been part of many new business pitches at the agency. For the retail social media RFP, the clients were impressed by the way we brought our ideas to life through the visuals in the room and the "family" experience we tried to create -- from the family tree placemat at each clients seat to the cake pops we brought as treats -- they all contributed to the theme of our presentation. |
| Jason Moriber Lead, Social & Digital Awesomeness | One of the pitches that I helped lead ;) We presented the ecosystem of an organic dairy farm, as a metaphor for what they should aspire to via their communications program. |
| 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): | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | 1 |
| Suzanne Zurn, VP Digital Consulting & CLient Development | |
| Kimberly Davis, SVP, Technology Practice Lead | 1 |
| Jean-Louis Robadey | |
| Lisa Allen, SVP & General Manager (San Francisco) | 5 |
| Malina Johnson, Vice President, New Business Development Microsoft Account | |
| Wendy Huston, VP Business Development, NA | 8 |
| Caroline Sanderson | 4 |
| Jenny Moede, EVP | |
| Nadina Guglielmetti - VP Digital Strategy | 5 |
| Joe Farren, SVP/General Manager | 7 |
| Alison Schwartz, Senior Vice President | 3 |
| Kent Hollenbeck, Sr. VP Corp Communications | |
| Elizabeth Herrera Smith, VP | |
| Jason Moriber Lead, Social & Digital Awesomeness | 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) | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | |
| Suzanne Zurn, VP Digital Consulting & CLient Development | |
| Kimberly Davis, SVP, Technology Practice Lead | |
| Jean-Louis Robadey | |
| Lisa Allen, SVP & General Manager (San Francisco) | |
| Malina Johnson, Vice President, New Business Development Microsoft Account | |
| Wendy Huston, VP Business Development, NA | |
| Caroline Sanderson | |
| Jenny Moede, EVP | |
| Nadina Guglielmetti - VP Digital Strategy | |
| Joe Farren, SVP/General Manager | |
| Alison Schwartz, Senior Vice President | |
| Kent Hollenbeck, Sr. VP Corp Communications | |
| Elizabeth Herrera Smith, VP | |
| Jason Moriber Lead, Social & Digital Awesomeness | |
| When you win a pitch, what do you think are typically the top 3 reasons? (check only 3) | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | |
| Suzanne Zurn, VP Digital Consulting & CLient Development | |
| Kimberly Davis, SVP, Technology Practice Lead | |
| Jean-Louis Robadey | |
| Lisa Allen, SVP & General Manager (San Francisco) | |
| Malina Johnson, Vice President, New Business Development Microsoft Account | |
| Wendy Huston, VP Business Development, NA | |
| Caroline Sanderson | |
| Jenny Moede, EVP | |
| Nadina Guglielmetti - VP Digital Strategy | |
| Joe Farren, SVP/General Manager | |
| Alison Schwartz, Senior Vice President | |
| Kent Hollenbeck, Sr. VP Corp Communications | |
| Elizabeth Herrera Smith, VP | |
| Jason Moriber Lead, Social & Digital Awesomeness | |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Colleen Beauregard, SVP, GM Boston Co-Lead HC Practice | we need better creative and people who know how to develop and present truly integrated plans that tie strategies and tactics back to a central theme or campaign idea... we need more sizzle. We need new and fresh approaches. We need to know what others are doing taht sells. We need to see some winning pitches to KNOW WHAT WE ARE LACKING. |
| Suzanne Zurn, VP Digital Consulting & CLient Development | Be more proactive. We need regular system of outreach to identify potential custmers at the moment they are experiencing pain in the ir business, and before they have articulated that pain in the form of an RFP. |
| Kimberly Davis, SVP, Technology Practice Lead | Get to the core decision maker -- the one that realy owns the budget, can overrule the decision. |
| Jean-Louis Robadey | be more externally focused; focus on key markets and capabilities; ability to mobilize resources internally. |
| Lisa Allen, SVP & General Manager (San Francisco) | Be hungrier, more nimble, more proactive |
| Malina Johnson, Vice President, New Business Development Microsoft Account | Broad training across all levels of the very large Microsoft account. The Microsoft's account's DNA is to serve the client not sell the client. It leads to a self-deterioration of talent attraction and future business. We need to shift the entire DNA of their sales vs. service tools and orientation, as well as potentially incentivizing. |
| Wendy Huston, VP Business Development, NA | Be strategic out our pursuits and trust each other enough to try something different - beyond the same old formula. |
| Caroline Sanderson | We need to prospect better. |
| Jenny Moede, EVP | Inject creativity and a sense of unexpectedness in pitches. Improve our performance in the room ... right now it's too dependent on the individual personalities in the pitch. Surprise and delight clients with BIG IDEAS that are relatively executable. All of our clients want them, all of our potential clients want them. |
| Nadina Guglielmetti - VP Digital Strategy | We don't deliver the big idea or creative thinking..Often we are too smart for our own good. We respond to RFPs rather than go after clients we want. |
| Joe Farren, SVP/General Manager | have a plan and have someone own it. Invest in client acquisition |
| Alison Schwartz, Senior Vice President | Train teams on how best to approach and pitch new business. Take more chances. Think bigger. Corss practice. |
| Kent Hollenbeck, Sr. VP Corp Communications | Free up people to truly prioritize new business first...incent them...turn them loose...and then put the best possible pitch team in the room for each opportunity. |
| Elizabeth Herrera Smith, VP | Boil down our core competitive differentiators, involve more people across the agency in new business efforts |
| Jason Moriber Lead, Social & Digital Awesomeness | Become more agile, break our own model rules. |