| What has been your role in the new business efforts of the agency? | |
|---|---|
| Kristie Allen, Group Account Director | Director of Business Development, 2006-2009; involved in various pitches at various stages ever since. |
| Norbi Zylberberg, SVP, group creative director | Delivering creative, help on strategy, overlook and present to potential clients |
| Melissa Trepinski, Executive Director, Biz Dev | Biz Dev Lead |
| del Mar Clark Group Account Director | None to-date |
| Juan Mantilla, SVP Cultural Insight | Leading biz pitch strategy. |
| Manny Flores Chief Executive Officer | I removed myself from new business 7 to 8 years ago. Myself, Sergio and Alex look to be too old of a cast of characters. Rather, we've inserted young good looking people with substantial roles to take over the new business initiative. |
| Christy Kranik, Managing Director | I'm on the core team. I usually kick off the pitch with introductions and capabilities. |
| Jaime Gonzalez-Mir, GAD | Other than leading TLC pitch in 2011, support role with information, etc. |
| christy kranik, svp managing director | primary... internally and presenting intros, creds and closing at pitches |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | Historically speaking, I have been the primary rainmaker. I do most of the outreach (conferences, cold calls, Linked In contacts, etc.) and outbound work, including nurturing relationships with key people across the agency networks, agency search consultants, and client network. My primary job is to get doors to open for the agency and get us to the pitch. I've also been the main editor and often author of our RFI's | RFP responses, as well as agency award submissions (Ad Age A-List, Multicultural AOY, etc., but NOT creative awards.) I negotiate all MSA's. Up until 2-3 years ago, I was one of the key pitch leaders. These days I seldom participate in the development of the pitch, or attend. There's been a prevailing feeling inside the agency that pitches have greater chance of succeeding if we let our senior folks and people who do day to day client work, be front and center versus a founder. |
| Sergio Alcocer President / CCO | Identify the right team for the specific pitch. Once we have a pitch assignment, I oversee the strategy and creative deliverables. On pitch day, I am an active presenter of agency credentials, strategic set up and creative work. |
| Manny Flores Partner | Early on....year 1 thru 7.....we all had a role on New Business. I attended every pitch and actively participated. Now, this is left to the new business team. An adhoc group of smart, articulate professionals. |
| Charlie Neugebauer | Identification of leads Presentation of creds Development and presnetation of cases Writing content for RFI Creating SOW's and fee proposals |
| Justin Smith, Business Development Supervisor | Prior to starting my new position mid-August of this year, I worked in the media department as a digital strategist. My role in new business pitches at that time was to consult on the strategy of and pitch new business from a digital media perspective. |
| Marc Wilson VP Group Planning Director | Sometimes lead strategist. Sometimes support. |
| Gabriel García VP Group Creative Director | When designated, I lead the development of creative for new business presentations |
| What is your background, in terms of agencies, accounts, and client-side experience? | |
| Kristie Allen, Group Account Director | Agency: CPG, QSR, Finanial, Retail, High tech, Healthcare Client: Healthcare LatinWorks, 2005-present, Kimberly-Clark (Huggies, Pull-Ups, Kleenex, Scott, Kotex, Poise), Capital One, Pepsi, Burger King, Mars/Wrigley, Jamba Juice, HEB Tocquigny, , 2001-2005, Hewlett-Packard, Caterpillar, Keepsake Jewelry, Balfour, Art Carved, Citizens Medical Center, Ignite Learning, Tonic Software SicolaMartin, 1999-2001, HP/Dazel, Future Link, StorageTek, Vignette, Delphion Fellers, 1997-1999, St. David's Healthcare, Firstcare, NuTech, KCI, ADAC, Fountain View St. David's Healthcare, 1990-1997, Marketing Manager |
| Norbi Zylberberg, SVP, group creative director | Small, medium and large agency experience. Took seminars and courses on ux, creative management, social media and trends |
| Melissa Trepinski, Executive Director, Biz Dev | Over 13 years of agency experience working in account management at large agencies, both GM and Hispanic. Have worked in Biz Dev in the past as BD lead but also running accounts at the same time. |
| del Mar Clark Group Account Director | Hispanic Agencies worked at: GarciaLKS Bromley Communications Lopez Negrete Communications Accounts on agency-side: Walmart (7 years), Dr Pepper (1 year), 7UP (1 year), Clamato (6 months), Bank of America (6 months), Burger King (1 year), Western Union (1 year), Quepasa.com (1 year), Kraft Mayo (1 year), Maseca (6 months) Client side in Madrid (Spain): Simago Supermarkets (3 years), Kimberly-Clark (1 year), Bridgestone Firestone (1 year), Hankook Tires (2 years), Meta-4 (1 year) |
| Juan Mantilla, SVP Cultural Insight | Research/Consulting/Planning Automotive/CPG/Retail/Spirits/ No client-side experience. |
| Manny Flores Chief Executive Officer | 18 years of client-side experience with Anheuser-Busch. I managed several general market agencies and Hispanic agencies. |
| Christy Kranik, Managing Director | I've been at LatinWorks for 11 years and I oversee all our accounts, media and experiential. Prior to LW I was at Dell on the client side on the Global Branding team. Before Dell I was at GSD&M on the SW Bell telcom account. |
| Jaime Gonzalez-Mir, GAD | Prior to joining LatinWorks: La Nación Media (2007-09): Spearheaded research, development and potential multiplatform (Print, TV, Events, Radio, Digital/Mobile/Social) launch of Rolling Stone en Español into U.S. in addition to other lifestyle titles (Film, Travel, Home Decor, Women's Interest, Men's Interest) Dieste (2003-07): PepsiCo portfolio for U.S. Hispanic (Brand Pepsi, Sierra Mist, Mountain Dew, Aquafina, Tropicana, Quaker Oats, Aunt Jemima), Pfizer (unbranded Health initiative, Lipitor), Cuervo, GE, Mambo Kings (Broadway Show/Entertainment) BBDO (1996-03): PepsiCo portfolio in Latin America (Brand Pepsi, Diet Pepsi/Pepsi Light, 7UP, Mirinda, Gatorade), FedEx Latin America; Launched Pepsi Sports and Music Platforms in Latin America (including Pepsi Chart TV program); Led development and launch of Mirinda Power CSD; Flor de Caña Rum Independent Producer/Director/Writer (1991-96): Primary focus on content and programming (including work in U.S. Hispanic) |
| christy kranik, svp managing director | at LW for over 11 years, prior at Dell on client side and GSD&M account management |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | Prior to starting LatinWorks in 1998 I had never worked on the agency side. I was on the client side in a single industry: beer. My last position was head of Multicultural Marketing at Anheuser-Busch with responsibility for Hispanic, Af-Am, Asian, and Alternative Lifestyle (LGBT) in the U.S. and Puerto Rico. I also advised management in the company's international operations, and served as an alternate on the company's primary international investment--Grupo Modelo of Mexico, brewers of Corona beer. Since starting LatinWorks, I've had the opportunity to work on various categories that include, Telecom, Automotive, Spirits, Grocery Retail, QSR, Beer, Pet Food, Men's Grooming and Oral Health, among others. |
| Sergio Alcocer President / CCO | 30 years experience. Creative director in international agencies (Burnett, Y&R) in five countries. 21 Years fully devoted to the Hispanic / Multicultural marketing. At LatinWorks as Head creative since day one. President of the agency the last 10 years. I worked across all industries. |
| Manny Flores Partner | 20 years client side experience; leading brands, rolling out new brands, and building brands........17 years with LatinWorks. |
| Charlie Neugebauer | Always worked in agencies in Account Management (20 years): Grey, JWT, Leo Burnett, LatinWorks. US and Latin America. Mostly Automotive (Ford, GM, Mitsubishi) CPG: P&G, Mars, 3M, Retail: Lowe's, Target, Lucky Stores QSR: Burger King |
| Justin Smith, Business Development Supervisor | I have nearly 6 years agency experience, working at a smaller internet marketing firm prior to coming to LatinWorks. I have always been client facing in my roles and have excelled greatly in that area. I have experience in SEO, PPC, Digital Media, Account Management, PR and Social. I have worked on accounts both large and small with many different types of clients. I do not have any client side experience. |
| Marc Wilson VP Group Planning Director | Worked as a planning director at McGarryBowen in Chicago for 2 years on Sears, Disney, Bud Light and Oscar Meyer. Worked for 2 years as a strategic planner at Draft FCB on Dow Chemical, Diners Club, State Farm, Volkswagen and KFC. Worked for 4 years at Foote, Cone and Belding as an account executive on Gatorade. |
| Gabriel García VP Group Creative Director | I was ECD at Cultura Advertising which eventually merged with LW where I have been a CD for seven years. I've worked on a broad range of categories and brands including automotive, cpg, home improvement, spirits, beer, telecom, pharma among others. |
| As if you were writing to a prospective client, describe the agency in no more than 3 sentences: | |
| Melissa Trepinski, Executive Director, Biz Dev | Full-service multicultural marketing shop based in Austin, TX with a specialty in Cultural Branding. |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | LatinWorks is a creatively-driven, cultural branding agency. Our goal is to define the voice and tone of multicultural America -- through great work infused with powerful insights. |
| Jaime Gonzalez-Mir, GAD | As you know, what was once called the "General Market" is increasingly multicultural. As the lines continue to blur in this new climate, tapping into the human truths that motivate consumers of all backgrounds, and creating content that will spur them into action, is vital to the success of any brand or service. This is at the core of what we do as our clients' strategic, creative business partner and particularly noteworthy as our roots as a hispanic agency uniquely position LatinWorks as the ideal partner for any brand striving to make an impact in the new America. |
| christy kranik, svp managing director | Latinworks is a creatively driven, cultural branding agency. We focus on midst vs. demographics and what unites vs. what divides. We help brands connect with this new consumer and take multicultural to the mainstream. |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | LatinWorks is the anti-Hispanic agency, Hispanic Agency. We believe in breaking the patterns established by others in our space through thought leadership, the practice of a disciplined strategic approach, and breakthrough creativity. Our track record speaks for itself. |
| Sergio Alcocer President / CCO | A progressive cultural branding agency that understands Multicultural America. |
| Manny Flores Partner | We are an agency made up of a very diversified group of folks from all backgrounds and experiences...a group from 11 different countries and speak 7 different languages. We truly represent a cross section of the new America mainstream and as a result we know our market really well.....it's who we are. Because of this we connect consumers with brands....we connect dots that others don't see to sell more of your products.....more of your services. |
| Charlie Neugebauer | LatinWorks is a leader at helping clients energize their business with Multicultural consumers by understanding the changing demographics and effects of cultural shifts in the marketplace. LatinWorks has a strong track record of creating effective, business building campaigns across different client categories. We know how critical it is to maintain strong collaboration with partner agencies to ensure an efficient creative process and to protect a unified brand voice. |
| Justin Smith, Business Development Supervisor | LatinWorks is an award-winning cultural branding firm at the forefront of the cultural evolution that is occurring in the U.S. We have a vast amount of experience in providing clients of all backgrounds with the tools necessary to engage with their target consumers in this fast-paced marketplace. We are a collaborative agency that invests in the well-being of our employees as we feel that enlightened and empowered employees will produce the highest caliber of work for our clients. |
| Marc Wilson VP Group Planning Director | A pathfinder and leader in the multicultural space. An agency with a knowledge of culture and the passion to be at its mercy. A agency of diverse, creative and dedicated people all driven by a need to bring MC to the American mainstream. |
| Gabriel García VP Group Creative Director | Latinworks is a full service creatively driven ad agency that specializes in reaching the Hispanic consumer in the US. Our sound strategic thinking provides the foundation for developing business driving creative that has been both nationally and internationally awarded. We specialize in approaching business problems in our space from a different perspective. |
| The New York Times decides they are 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? | |
| Melissa Trepinski, Executive Director, Biz Dev | Organized chaos...a small shop that wants to be a big shop, but really doesn't know what it wants to be when it grows up |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | Out of the Shadows into the Spotlight: Austin Agency Ready to Soar |
| Jaime Gonzalez-Mir, GAD | Cultural content agency leading client-partners to success |
| christy kranik, svp managing director | Latinworks is leading brands to connect with multicultural consumers in this ever changing landscape. |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | LatinWorks, Succeeding in Spite of Themselves...Is their success sustainable? |
| Sergio Alcocer President / CCO | An agency as vibrant and diverse as the country is today |
| Manny Flores Partner | A NEW type of agency communicates with the NEW AMERICA. |
| Charlie Neugebauer | On the forefront of cultural marketing, LatinWorks drives business results for major US brands. |
| Justin Smith, Business Development Supervisor | Cultural Branding Firm Remains at the Top In This Ever-Evolving Industry |
| Marc Wilson VP Group Planning Director | All The Pieces Are There....They Just Need the Puzzle to Fill In |
| Gabriel García VP Group Creative Director | Latinworks: Finally someone gets hispanics |
| 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? | |
| Melissa Trepinski, Executive Director, Biz Dev | A BMW 5 Series, black. A beautiful car that used to be the de facto class leader, but the new ones are terrible, always in the shop and only living off their reputation, but they still have a lot of potential if they can tighten it up. |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | BWM. Solid, looks great, needs occasional repairs, but should last a long time. And red, because we want to stand out. |
| Jaime Gonzalez-Mir, GAD | An electric blue Mini Cooper. Youthful, reliable, and great at taking corners (i.e. adaptable, flexible). Not cheap but accessible to all. |
| christy kranik, svp managing director | this is a tough one.... to the outside i think we look like a fast, shiny, new sports car, but under the hood we have some engine issues. |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | A white Hyundai Genesis. We are a solid, reliable, luxury-wanna-be vehicle. We often impersonate a BMW, but consistently fall short. The basics are in place, we just need to put it all together. |
| Sergio Alcocer President / CCO | 2015 Infiniti Q Metallic blue. Because it is the best value for money in the luxury category. |
| Manny Flores Partner | A red Camaro. |
| Charlie Neugebauer | Brand new red Chevy Tahoe. Stands out from the crowd. Accommodates many people and viewpoints. Has utility for clients. Chevy is a brand that close to the people. |
| Justin Smith, Business Development Supervisor | If LatinWorks were a car, I feel we would be a yellow semi truck. The color, because aside from our bright and diverse backgrounds, we act as a beacon and leader in the industry, guiding agencies alike to brighter futures. The kind of car, because I feel that we are always searching for answers, dropping off knowledge along the way, but always bringing learnings back home with us, never empty handed. I also feel that it takes a lot of moving parts to keep a semi truck up and running, ensuring that each part is functioning as it should be, working together for the greater good. Not to mention, we're a pretty tough group. |
| Marc Wilson VP Group Planning Director | A mini van. Dark Blue. It is versatile and practical, but is missing a little swagger. |
| Gabriel García VP Group Creative Director | Classic mini cooper in racing green. We've got some mileage and we need some work but there is plenty of cool left. |
| What agencies do you most admire? Why? | |
| Melissa Trepinski, Executive Director, Biz Dev | 72Sunny, Deutsch, Leo Burnett ... big powerhouse shops with great creative and great brands |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | I admire any agency that stands firm for their conventions, treats their people with utmost respect and is able to produce provocative, cool work. Top agencies that come to mind are (but they all have their flaws): Deutsch, 72andSunny, Wieden + Kennedy, Crispin and DDB |
| Jaime Gonzalez-Mir, GAD | 1) Wieden+Kennedy: Think beyond television and into how people use media 2) Droga5: Same response as with W+K 3) LatinWorks: I believe in our cultural branding philosophy and admire that we have stayed true to it despite varying degrees of success in getting clients and potential clients to fully jump onboard |
| christy kranik, svp managing director | Widen - they have continued to stay on top of the trends and keep creating iconic work for top brands Droga5 - they are out of the ordinary and take risks |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | Goodby, Silverstein - For how they transitioned to the digital age without losing their ability to produce work that connets with consumers on an emotional level. RG/A - For taking advertising to the next level by redefining the value and role of agencies in their clients' businesses. Weiden & Kennedy - For their creative consistency and new business success -- all while remaining independent and not relying on any holding company network to fuel their business. |
| Sergio Alcocer President / CCO | The legend of Leo Burnett. The independence of Weiden. The energy of Crispin circa 2005. The vitality of BBH. The comeback of Grey NY |
| Manny Flores Partner | GS&Parters Crispen |
| Charlie Neugebauer | Wieden+Kennedy Long standing reputation for creative excellence. Clients come to them and adapt to their way of doing things. |
| Justin Smith, Business Development Supervisor | To be honest, I need to get a better grasp of the competitive landscape. Having been in media for all of my career, where it's not really a topic discussed, I am looking forward to learning about our competitors and top agencies in the space to further figure out how we can differentiate ourselves to help win new business, to learn and to grow. The few agencies that I am familiar with include 72andSunny, R/GA, Droga5. The main reason I have heard about these agencies is because of the culture they create for their employees, not necessarily because of the work they produce. Again, looking forward to increasing my knowledge in this area as it is essential in my new position. |
| Marc Wilson VP Group Planning Director | Drogo 5. Ballsy creative and strategy. |
| Gabriel García VP Group Creative Director | Crispin. They fire their clients on occasion and they sell ideas not hours. |
| List the top few agencies that you do/will compete against most often. | |
| Melissa Trepinski, Executive Director, Biz Dev | Dieste, Bravo, Alma DDB, Conill, Grupo Gallegos, Lopez Negrete |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | For new business: La Comunidad, Dieste, Lopez Negrete, Zimmerman, Grupo Gallegos, etc. Within existing business we sometimes compete with GM roster agencies: Ogilvy, BBDO, JWT, DDB |
| Jaime Gonzalez-Mir, GAD | 1) AlmaDDB 2) The Community 3) Conill All Hispanic. |
| christy kranik, svp managing director | Alma DDB Conill Grupo G The Community Bravo |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | Alma Bravo Conill The Community Lopez Negrete Grupo Gallegos |
| Sergio Alcocer President / CCO | Bravo Alma DDB Lapiz Connill The Community |
| Manny Flores Partner | The Community Gallegos Alma |
| Charlie Neugebauer | The community Lopez Negrete Grupo Gallegos Bravo |
| Justin Smith, Business Development Supervisor | Alma, Dieste |
| Marc Wilson VP Group Planning Director | 72 and Sunny Mother BBDO |
| Gabriel García VP Group Creative Director | Conill, Grupo Gallegos, Lopez Negrete. |
| In the eyes of clients, what do you provide of value, that none of your competitors do? | |
| Melissa Trepinski, Executive Director, Biz Dev | Cultural Branding, diversity at it's core and our perspective on people and how they shape the marketplace, unique perspective on how we think about the market place called Plus Id & ambicultural |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | For new business: it depends on the client and the pitch. Need and want states vary drastically in this phase and sometimes it's left to whim in my opinion. We do everything right, we deliver amazing work, and they go with someone because of cost, location, etc. For existing business: We are the multicultural experts. We fight for the Hispanic consumer first... not as a slap-on tactic once "the plan" is done. Although many GM agencies claim they can do it, our clients believe that only LatinWorks can truly deliver the goods. |
| Jaime Gonzalez-Mir, GAD | We are most known for is Strategy and Creative |
| christy kranik, svp managing director | depends on the client... consistently it's the work and strategy |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | An understanding of what it's like to walk in their shoes, and an ability to convert this understanding into business changing ideas and creative solutions to the challenges they face. |
| Sergio Alcocer President / CCO | The relentless pursuit of the path less traveled |
| Manny Flores Partner | More insights, more passion, more powerful ideas |
| Charlie Neugebauer | Creative energy, agency culture that permeates everything we do, consistent leadership. |
| Justin Smith, Business Development Supervisor | I feel that we are a scrappy bunch of individuals. We don't stop until we get the job done and we get it done right. We are always in the pursuit of perfection and that ensures that we continue to improve, to become better, more efficient. From a strategic perspective, I believe that the way we look at consumers, from a mindset perspective is something that is unique. |
| Marc Wilson VP Group Planning Director | A unique perspective on American culture where MC (hispanic) is at the center |
| Gabriel García VP Group Creative Director | A unique perspective on the US Hispanic; approaching it from a mindset angle versus language etc. |
| In the eyes of clients, what do your competitors provide of value, that you do not? | |
| Melissa Trepinski, Executive Director, Biz Dev | digital services, PR, better creative? |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | I don't know. But would venture that cost, location, and quality of team and work are factors. |
| Jaime Gonzalez-Mir, GAD | Lately, more "buzz" |
| christy kranik, svp managing director | digital/social and the way they package their services |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | Frankly, I'm not sure. I can speculate that some agencies provide a convincing position as experts in the space. Others are very good at the relationship game and deliver that on a consistent basis. What I don't see happening is our competitors providing better strategy and creativity than we do. |
| Sergio Alcocer President / CCO | Relationships |
| Manny Flores Partner | Strategy, charm |
| Justin Smith, Business Development Supervisor | While we are a full service agency, we do not offer all of the services that larger clients may be seeking, such as in-depth analytics and PR. |
| Marc Wilson VP Group Planning Director | Resources Time History on the brand |
| Gabriel García VP Group Creative Director | Some provide a very classic expected approach in terms of how they define Hispanics in the US - the classic immigrant story |
| Which agencies do you find the toughest to pitch against? Why? | |
| Melissa Trepinski, Executive Director, Biz Dev | Most of them...they seem to have a better grasp on digital and having digital at their core vs. us who's a very TV-focused shop |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | I don't know. |
| Jaime Gonzalez-Mir, GAD | Non-Hispanic agencies, when we're making the case for pieces of business that could be a perfect fit for our philosophy (i.e. baby care products, as one example), but clients don't have us on their radar as anything but a potential partner for U.S. Hispanic |
| christy kranik, svp managing director | Alma DDB of late... not completely use.. some of it is category experience and they awards they have been recieving |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | These days, Alma. They seem to be very successful at coming across as a united team, with substance and chemistry that clients find seductive. |
| Sergio Alcocer President / CCO | All agencies have strengths but at the end all pitches are different and what worked for one client could be the kiss of dead with another. |
| Manny Flores Partner | larger General Mkt agencies who have significantly more resources |
| Charlie Neugebauer | Bravo - they have beat us recently |
| Justin Smith, Business Development Supervisor | I do not have a deep enough knowledge to provide an answer to this question. |
| Marc Wilson VP Group Planning Director | N/A |
| Gabriel García VP Group Creative Director | Lopez Negrete because of their antiquated approach that clients still buy. Gallegos - good creativity. |
| Are there any negative perceptions that prospects might have about the agency that could hold you back in new business? | |
| Melissa Trepinski, Executive Director, Biz Dev | TV-focused agency, not innovative |
| del Mar Clark Group Account Director | TBD |
| Kristie Allen, Group Account Director | I have heard there is a perception that we are arrogant. |
| Jaime Gonzalez-Mir, GAD | Our biggest strength, our deep understanding of the new multicultural reality of America, could also be our biggest dead-weight: the perception that our Hispanic roots somehow mean that we're less of an agency than the traditionally "General Market" players |
| christy kranik, svp managing director | sometimes i think we come across to some brands as "too big" and that they will get lost, even though that is not the reality |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | Yes. We often hear that we have too many big clients and prospects question whether we will give them the attention they seek. We also come across as a very traditional shop. One that wins awards for TV work, but little else. |
| Sergio Alcocer President / CCO | Hard for me to tell. After many years being number one falling to be number 2 or 3 feels as a tragedy. There may be a perception that we are in decline. |
| Manny Flores Partner | We have too many clients ......large clients. Why would we ever 'pay attention' to prospective client brands. |
| Justin Smith, Business Development Supervisor | It's interesting. For the short time I've been in my new role, one thing that keeps coming up, whether it is a small business opportunity or a large business opportunity, is that we are either too big or too small for the client. Some clients are worried that they won't be a priority for us, and others feel that we can't handle their business. I can't think of anything other than that, although I'm sure there are other negative perceptions. |
| Marc Wilson VP Group Planning Director | That we are simply 'Hispanic' and nothing else |
| On a scale of 1-10, how well do your presentations back up the agency’s recommendation with an irrefutable logic trail? In other words, how well do you typically build a strong argument for the agency’s recommendation? (10 = we are always strong in this area) | |
| Melissa Trepinski, Executive Director, Biz Dev | 8 |
| Kristie Allen, Group Account Director | 8 |
| Jaime Gonzalez-Mir, GAD | 6 |
| christy kranik, svp managing director | 6 |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | 5 |
| Sergio Alcocer President / CCO | 8 |
| Manny Flores Partner | 4 |
| Charlie Neugebauer | 8 |
| Justin Smith, Business Development Supervisor | 7 |
| Marc Wilson VP Group Planning Director | 7 |
| Gabriel García VP Group Creative Director | 7 |
| On a scale of 1-10, how well do you build your presentations around a new and unexpected strategic consumer insight vs. a predictable consumer 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) | |
| Melissa Trepinski, Executive Director, Biz Dev | 8 |
| Kristie Allen, Group Account Director | 8 |
| Jaime Gonzalez-Mir, GAD | 8 |
| christy kranik, svp managing director | 6 |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | 4 |
| Sergio Alcocer President / CCO | 8 |
| Manny Flores Partner | 5 |
| Charlie Neugebauer | 8 |
| Justin Smith, Business Development Supervisor | 7 |
| Marc Wilson VP Group Planning Director | 6 |
| Gabriel García VP Group Creative Director | 8 |
| On a scale of 1-10, how well do you build your presentations around a new and unexpected creative/concept/program/tactical idea? (10 = we are always strong in this area) | |
| Melissa Trepinski, Executive Director, Biz Dev | 3 |
| Kristie Allen, Group Account Director | 9 |
| Jaime Gonzalez-Mir, GAD | 7 |
| christy kranik, svp managing director | 6 |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | 4 |
| Sergio Alcocer President / CCO | 7 |
| Manny Flores Partner | 8 |
| Charlie Neugebauer | 9 |
| Justin Smith, Business Development Supervisor | 5 |
| Marc Wilson VP Group Planning Director | 5 |
| Gabriel García VP Group Creative Director | 9 |
| On a scale of 1-10, how well do you demonstrate the business impact of your recommendations? (10 = we are always strong in this area) | |
| Melissa Trepinski, Executive Director, Biz Dev | 5 |
| Kristie Allen, Group Account Director | 5 |
| Jaime Gonzalez-Mir, GAD | 6 |
| christy kranik, svp managing director | 4 |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | 4 |
| Sergio Alcocer President / CCO | 3 |
| Manny Flores Partner | 3 |
| Charlie Neugebauer | 7 |
| Justin Smith, Business Development Supervisor | 6 |
| Marc Wilson VP Group Planning Director | 4 |
| Gabriel García VP Group Creative Director | 7 |
| Overall (and as you consider the questions above), what do you believe most holds back the effectiveness of your client and new business presentations? | |
| Melissa Trepinski, Executive Director, Biz Dev | Our creative ideas don't always pay off the strategy. We don't always do a great job of connecting the dots. We tend to show the expected. The team isn't always on the same page, which can be transparent to clients. |
| Kristie Allen, Group Account Director | I think the creative we bring is almost always stellar. The strategy has gotten stronger over the years (we used to back into it). Not sure we demonstrate the business impact of our recommendation. That's where I think more work is needed. |
| Jaime Gonzalez-Mir, GAD | In using more descriptive language to talk about our credentials, experience, effectiveness, etc., it could come across as if we're trying to overcompensate for a shortcoming. Sometimes just showing the work and being more direct and emphatic about our successes, without being more poetic, could be more effective. |
| christy kranik, svp managing director | sometimes i feel we don't completely tailor the presentations to the needs/ask of the pitch... |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | A number of things: 1. A lack of a real, actionable, and proven positioning for our agency. We have been selling our industry recognition successfully, but I believe that approach has grown tired. 2. We sell the concept of Cultural Branding aggressively, but lack proof points to do so effectively. 3. Often there's a level of predictability in our POV that falls short of establishing clear differentiation against our competitors. 4. We fail to present a unified front; a team that likes and respects each other, and has the passion and power to make a difference in the client's business. |
| Sergio Alcocer President / CCO | again, all pitches are different and what clients value on an agency varies. Our main weakness is relationship and business acumen. |
| Manny Flores Partner | no true collaboration within the new business team. No consensus...... |
| Justin Smith, Business Development Supervisor | Keeping in mind that I have been in my new role a short time, and have not been involved in numerous pitches, I feel that the biggest piece that stands in our way is being able to work efficiently in a short amount of time. Some pitches we have weeks for, while others only days. I would love to learn more about how to work closer together as a team, being able to parallel path a project, while everyone maintains the same vision and end goal. As we get closer and closer to pitches, uncertainties seem to arise, causing us to scramble, that may weaken our overall presentation. |
| Marc Wilson VP Group Planning Director | Alignment of strategy and creative |
| Gabriel García VP Group Creative Director | At time is feels like we're reinventing the wheel unnecessarily. Logistics are often different from pitch to pitch. Our template changes often. At times it's not clear who's responsibility it is to put together presentations. Art Director's spend time doing graphic design when they could be producing more creative content. While pitches are a form of "controlled chaos" by nature, at times it feels like uncontrolled chaos. |
| If you’re able to answer, what has been most effective at bringing business in the door to date? | |
| Melissa Trepinski, Executive Director, Biz Dev | Passion. We tend to do really well when we're passionate about the client and/or the category. |
| Kristie Allen, Group Account Director | I don't know. |
| Jaime Gonzalez-Mir, GAD | I don't have enough information to answer |
| christy kranik, svp managing director | having the A team, strong strategy, getting clients to visit the agency (we are very strong on our home field) and the work |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | Our ability to leverage our reputation as the creative leader in our space. Our industry recognition has gone a long way in creating an image that clients have found very appealing. |
| Sergio Alcocer President / CCO | Out of the box strategy and original creative |
| Manny Flores Partner | Last year we missed on 7 new biz pitches. In 2015 we've missed 3. However we have won 2 smaller pieces of business this year. We cannot continue this record. |
| Charlie Neugebauer | Leadership regarding the changing culture and impact on brands |
| Justin Smith, Business Development Supervisor | I have not been personally involved in a new business pitch that we brought home, however, I think that collaboration is key. You can tell when the team has worked together on a project and when they have not. |
| Marc Wilson VP Group Planning Director | N/A |
| Gabriel García VP Group Creative Director | Designating the appropriate amount of time and resources to the project. |
| Bottom line, what do you think the agency most has to do to improve at new business? | |
| Melissa Trepinski, Executive Director, Biz Dev | Each pitch functions very differently. Having a clear vision that all departments are aligned with. Inconsistent resources with different working style, story, vision of the agency and how they tell it. Getting Sr. Management on the same page. |
| Kristie Allen, Group Account Director | New business is obviously mission critical. But we handle it unevenly. We need to stop wearing the teams out. It's a marathon sometimes ("we finished at 3 am!") and not sustainable... and it can really hurt existing business and obligations. |
| Jaime Gonzalez-Mir, GAD | "Bottom line". That's it. Identify potential client-partners who will impact our bottom line positively, and not be afraid to pass on (or cut ties with) any who do not. And as I see it, client-partners could help us impact our bottom line in one of two (2) ways: a) Proven past commitment to Marketing (i.e. adequate investment, support for agency-partners, etc.) - which could also be an indicator that they won't be nickel-and-dimers in terms of fee b) Permit us to do groundbreaking work - Creative and otherwise - with which we can pick up more business across categories |
| christy kranik, svp managing director | better processes, better communication, better thinking |
| Alejandro Ruelas (Co-Founder) CMO & Managing Partner | We first need to improve ourselves as an agency by evolving our skills and our offering. The consumer population has changed dramatically and we have not kept up. When we catch up and once again establish a differentiating point of view, we will have something tangible that we can package and sell to clients. |
| Sergio Alcocer President / CCO | Relationships and business acumen. |
| Manny Flores Partner | Work collaboratively to understand precisely what the client needs. Then work together to accomplish that. |
| Charlie Neugebauer | Demonstrate business results and ROI. |
| Justin Smith, Business Development Supervisor | I feel that we are on the right track. LatinWorks has invested in a new business team. While we are currently working in a reactionary manner, soon we will be able to focus on the bigger picture, being able to take learnings from this training to apply to our overall processes and practices. We need to figure out the right formula for pitches: the number of people involved, the people that are involved, and who should be presenting. I think we've got the talent, but need further insight into industry best practices. |
| Marc Wilson VP Group Planning Director | Have a solid point of view on our vision as an agency. |
| Gabriel García VP Group Creative Director | Designate a strong ringleader with the business acumen, ability and charisma to sell the agency's strengths, navigate the politics and close the sale. |