T&Pm - Mirren Program Attendee Questionnaire: Converting More New Business Opportunities

Your Name, Title, and Agency
	Krystle Mullin, CCO, john st. & T&Pm
What is your background, in terms of experience at other agencies, accounts, and client-side experience?
	Edelman, RPA, FCB, BBDO - car, bank, retail, packaged goods,
What has been your role in the new business and organic growth efforts of the agency?
	Creative lead on pitch work Helping with the strategy Helping with agency story
As if your audience is a prospective client, describe T&Pm in no more than 3 sentences. Include what you provide of value that none of your competitors do.
	We change the way clients' brands go to market in a way that makes the brand magnetic.
List the agencies that you do/will compete against most often in pitches/RFPs. In the eyes of clients, what do they provide of value, that you do not?
	BHLA, Courage, Publicis, FCB, VML, Ogilivy
Are there any negative perceptions about the agency that might hold back your new business efforts?
	We have no reputation at all - we are indifferent, and ignorbale.
Over the last couple of years, what are the biggest changes you’ve noticed in the pitch process with clients? Please explain.
	They already know who they want, so you're there as a checkbox. They aren't clear about what the marketing objective is.
When you step back and think about new business, how does the agency need to improve? For example, are there stages in the pitch process where your teams experience particular challenges (whether internal or external)?
	I believe that we can improve once we truly know who we are and what we do, and having a solid stable reliable pitch team will be great.
On a scale of 1-10, how well do you base your presentations on a new and unexpected strategic target audience insight vs. a predictable target audience insight? In other words, how well do you always have something brand new to share about the client's target audience? (10 = we are always strong in this area)
	10
On a scale of 1-10, how well do your presentations always include a new and unexpected creative/concept/program idea? (10 = we are always strong in this area)
	6
On a scale of 1-10, how well do you demonstrate the business impact of your recommendation? (10 = we are always strong in this area)
	8
On a scale of 1-10, how well are your strategy and execution presentations backed up by an irrefutable logic trail? (10 = we are always strong in this area)
	10
AI is starting to play a key role in agency operations. First, if any, which AI tools are you using in your day-to-day client and new business work? Second, is this use led by individuals experimenting, or has the agency started to institutionalize it with new tools, systems, and governance?
	We use WPP imagine.
Any final thoughts for us as we prepare to lead you through the program?
	Nothing just looking forward to it. But I’d say I do see some value to a roughly templated approaches to start the pitch deck building process as it can decrease spin and subjectivity in the initial stages of pitch narrative build out.
Please list any Mirren training programs, workshops, webinars, or conferences you’ve previously attended.
	None.