New Business in the Modern Age

Atlanta Ad Club

#NBMA

@AtlantaAdClub

Our Sponsors

#NBMA

@AtlantaAdClub

Agenda

• Introductions

• Short presentation from each panelist

• Questions from the audience and Twitter

• Buy a fancy chair (thank you Herman Miller Gallery)

#NBMA

@AtlantaAdClub

Experts

• Joe Koufman - @GumboShowJoe• CEO – AgencySparks

• Patricia Camden• VP, Client Engagement – Razorfish (big agency)

• Minsoo Pak - @MGRMLN• VP, Chief Creative Officer - Sparks Grove (medium agency)

• Chris Breen - @CPBreen1• Creative Director – breensmith (small agency)

• Scott Thomas - @CartoonScott• VP, Consumer Marketing – Cartoon Network (client)

#NBMA

@AtlantaAdClub

Joe Koufman

AgencySparks

#NBMA

@AtlantaAdClub

@GumboShowJoe

Problem, Need, and Solution

#NBMA

@AtlantaAdClub

@GumboShowJoe

Problem

• Agencies struggle to find and win big brand

name/profitable clients

• Agencies rarely have well established, formalized

marketing and business development processes

• Brand marketers want nimble agencies with great ideas,

capabilities, and people, but have a hard time finding

them

#NBMA

@AtlantaAdClub

@GumboShowJoe

Need

• Experienced outside perspective on how to best position

agency for significant growth

• Formalized business development process

• Introductions to big brand marketers

• Access to complimentary agency partners

#NBMA

@AtlantaAdClub

@GumboShowJoe

Solution

• Marketing and business development consulting with

proven success (Spunlogic and Engauge)

• Track record of building strong brand marketer

relationships that result in deals for agency

• Experience building team and tools needed to win

• Incremental agency growth at a reasonable cost

#NBMA

@AtlantaAdClub

@GumboShowJoe

Sample brands won

#NBMA

@AtlantaAdClub

@GumboShowJoe

Tips

#NBMA

@AtlantaAdClub

@GumboShowJoe

Tips

• Structure team properly

• Create great content

• Implement marketing automation and CRM

• Be highly selective of opportunities

• Only pitch opportunities that you know you will win

• Ensure that you win every opportunity

• Presell, Best Presenters Present, Pitch Theater,

Placemats, Signs, Thoughtful Tokens, Spec. Creative (not

for project, but to show you understand the brand)

#NBMA

@AtlantaAdClub

@GumboShowJoe

The Challenger Sale

Find the Insight and Objective

(that was not apparent) before you

approach the prospect.

Educate the prospect about the

Insight.

Lead to the Solution, not with it.

#NBMA

@AtlantaAdClub

@GumboShowJoe

Patricia Camden

Razorfish

#NBMA

@AtlantaAdClub

Biz Dev at Razorfish Patricia Camden, VP Client Engagement

At a Glance

FULL-SERVICE AGENCY with digital/technology

at the core

ONE OF THE LARGEST interactive marketing and

technology companies

LEADERin web design and digital

marketing

$60 BILLION of media managed across the

Publicis Groupe network

3,000+ employees worldwide

US: 2,100

International: 900

8 US OFFICES: Atlanta, Austin, Chicago, New York,

Philadelphia, Portland, San Francisco,

Seattle

6 INTERNATIONAL HUBS: Frankfurt, Hong Kong, London, Sao Paulo,

Shanghai, Sydney

8 STRATEGIC PARTNERS: Delhi, Dubai, Madrid, Moscow, Mumbai,

Paris, Singapore, Tokyo

Atlanta – 140 person, full service office

#NBMA

@AtlantaAdClub

Awareness vehicles

Press Analysts / Selectors

Partners Original IP

Awards

Social

20K communityQ1 – 1,000+ interactions

94K communityQ1- 1,000 interactions

74K communityFastest growing

Newly launched

Razorfish Funnel

Global and national PR

Analyst outreach

Agency selector outreach

Partner Planning

Qualification and prioritization processes

Investment and sr. sponsorship

Win team selection

Partner coordination

Solution architecture

Deliverable oversight

Pitch theatre and choreography

#NBMA

@AtlantaAdClub

BD Focus

Global and national PR

Analyst outreach

Agency selector outreach

Partner Planning

Qualification and prioritization processes

Investment and sr. sponsorship

Win team selection

Partner coordination

Solution + pitch architecture

Deliverable oversight

Pitch theatre and choreography

#NBMA

@AtlantaAdClub

What’s Different

Global and national PR

Analyst outreach

Agency selector outreach

Partner Planning

Qualification and prioritization processes

Investment and sr. sponsorship

Win team selection

Partner coordination

Solution + pitch architecture

Deliverable oversight

Pitch theatre and choreography

#NBMA

@AtlantaAdClub

Pitch Architecture

• BD / CP own overall Pitch

• Strategy and Planning own research and storytelling

• PM/delivery owns scoping and timelines

• CRUX owns creative comps, visualizations

• Support staff help /lead on deliverable production

• Pitches are ran like projects with PMs, budgets and assigned

resource teams

• All pitches reviewed by Exec sponsor and other sr. level talent.

Criteria include innovation, completeness of vision and adherence to

Brand New Thinking Index.

#NBMA

@AtlantaAdClub

Advice

• Value and truly cultivate relationships. It’s a

small industry.

• Let go of the ego and allow yourself to be

authentic

• Read, learn, do. Best BD folks are not just

salesguys.

#NBMA

@AtlantaAdClub

‘It's relentless, brave agencies that win good clients.

Agencies who know what they're in business to do,

who have a clear point of view, and who've built

their businesses from the ground up to be laser-

focused on winning— be it in the marketplace or in

the presentation room at some Holiday Inn Express

off the interstate.

Mark Goldstein, CEO, Fallon Worldwide

#NBMA

@AtlantaAdClub

Minsoo Pak

Sparks Grove

#NBMA

@AtlantaAdClub

@MRGMLN

MINSOO PAKChief Creative Officer

05 / 28 / 2014

BE GENUINE

don’t try to fit the mold

#NBMA

@AtlantaAdClub

@MGRMLN & @SparksGrove

LEARN HOW TO

BRING IDEAS TO LIFE

Creative people are good at craft but are

generally bad at presenting. They need to invest

time into honing their presentation skills.

#NBMA

@AtlantaAdClub

@MGRMLN & @SparksGrove

SKILLS ALONE DON’T

MAKE FOR GREAT TEAMS

Skills will only get you so far. Personality,

teamwork and charisma are vital.

#NBMA

@AtlantaAdClub

@MGRMLN & @SparksGrove

CLIENTS DON’T ALWAYS

KNOW WHAT THEY WANT

Agencies need to rely on their expertise and

help the client determine what they need.

#NBMA

@AtlantaAdClub

@MGRMLN & @SparksGrove

DON’T CHASE THE

REVENUE, CHASE

OPPORTUNITIES

Think about what opportunity you can have to

provide the best value.

#NBMA

@AtlantaAdClub

@MGRMLN & @SparksGrove

THANK YOU

#NBMA

@AtlantaAdClub

@MGRMLN & @SparksGrove

Chris Breen

breensmith

#NBMA

@AtlantaAdClub

@CPBreen1

#NBMA

@AtlantaAdClub

@CPBreen1

#NBMA

@AtlantaAdClub

@CPBreen1

#NBMA

@AtlantaAdClub

@CPBreen1

#NBMA

@AtlantaAdClub

@CPBreen1

#NBMA

@AtlantaAdClub

@CPBreen1

#NBMA

@AtlantaAdClub

@CPBreen1

Scott Thomas

The Cartoon Network

#NBMA

@AtlantaAdClub

@CartoonScott

#NBMA

@AtlantaAdClub

@CartoonScott

#NBMA

@AtlantaAdClub

@CartoonScott

4

#NBMA

@AtlantaAdClub

@CartoonScott

6

7

8

8

9

1

1

#NBMA

@AtlantaAdClub

@CartoonScott

Q & A and Twitter

#NBMA

@AtlantaAdClub

THANK YOU

#NBMA

@AtlantaAdClub