AboutPeter Gabany Expertise Strategic planning:
Objective based advertising, Ad creative, Writing, Photography - buying and making, Illustration - buying, Print, Outdoor, Event, Media, Media Planning, Broadcast, How to select an agency, What the client must provide, Pitching a client / being pitched
Experience Over 25 years in the business - 22 years operating an agency. Creative direction and agency management.
Our creative agency has been afforded the opportunity to handle four B2B
accounts with a rather large company. While we have been executing several
creative projects over the past months they have now asked to retain our
services but need us to act as a "strategic partner" moving forward. While they
have communicated in the RFP that they are looking to pay a $20, 000
monthly retainer, they have no SOW to share. They are looking to us to help
them determine the SOW and plan the year out for them. We have never
worked this way and do not have planners on staff... we will however hire! We
need some guidance on how to move forward and allocate the budget they
are proposing. Do we simply plan for 3 months and then introduce a full team
to execute phasing out the planner as need be? hmm.... any advice would be
greatly appreciated! Thanks!
Answer What a great opportunity. (1st I trust that SOW is statement of work?) Assuming that it is you must have some ideas as to what they are expecting from your organization? and what they are expecting to gain? Has anyone defined the business/marketing objectives?
There must be some indicators? I only stress this as it would give a place to start. Even strategically - we need to boost our sales; we need to alter the perception of our clients; we need to incite trial on new product/service introduction - something that you know as a general mandate. And there seems to be 4 divisions - are the objectives all similar?
About your creative agency - is it print based, a graphic design house, advertising, PR?
I think a call here would be in order and I would be pleased to discuss and at least get you started. We can start with a new client intake questionnaire. We can - most willing - assist with the initial planning - at least to get you in the drivers seat.
