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.
Question QUESTION: i need to leverage my role as an accounts exec to one of our major clients in so doing i need to re-emphasise the role of the agency within the clients telecommunication business.
most specifically our strategic role. i am currently preparing a presentation on this and will need some help.
regards
kenneth
ANSWER: Kenneth,
Best of luck putting this information together. If I have any advise, don't make it about the creative, don't make it about the service you provide - make it about the client's business, its targets, its challenges - even if they know it already - stay on task and reiterate to them what is important. This we find is the best way to reframe what is important and what together you need to accomplish.
If you have a question, let me know.
Pete
---------- FOLLOW-UP ----------
QUESTION: can you recommend a structure to the presentation? secondly who should wield more influence over the client? the creative agency or the media agency.
Answer Kenneth,
I would need to know far more than what you are presenting to prepare an outline for a presentation for you. I don't know if this is a pitch, a justification for maintaining the business, an escalation of business proposal – where it is, what it is. What are the challenges? And on and on. As for the other question, it is typical that whoever is delivering the strategic planning for the client would take the lead. And while this could be the media company it is rarely so. The creative agency typically takes the lead in this role.
If you can give me more information then I can better advise.
