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Just Win, Baby

By: Dwayne W. Waite Jr.

Every day, it seems like one account is lost by an agency and won by another. In this age of burn-and-churn, it is important for agency leaders to take a look at how they are approaching new business, pitches, and preparing their agency the best way it can. The question is, what is the best way?

In one of our previous posts, we mentioned the importance of networking and leveraging the "conflict of interest" clause that many agencies used to abide by. Though now that brands attract agencies for certain specialties and we are seeing fewer conflicts, staying connected in the industry is still important. Referrals in the agency world are still one of the biggest drivers in new business; or, they at least help a shop get inside the door before most. Agency leaders must not only maintain a solid network, but they must teach their teams how to do so as well. When it comes to sharing information, a copywriter should know the capabilities of the agency as well as the creative director. This is a crazy world, and as most business is won based on relationships, your shop should not miss an opportunity because it gives the new-business burden to a select few.

That leads us to the next point: who in your agency is out promoting and pitching the agency? All account people? All creative? An account team? This is an important topic, for different approaches are preferred based on the type of business you are attempting to win. For example, some businesses like talking with the team who will be directly managing the account. During the Small Agency conference earlier this year, other businesses remarked on the importance of having a relationship with the leaders of the agency. Other businesses can simply be won on the agency's reputation and body of work, regardless of the personnel involved in the pitch. In any case, knowing how your agency can best excel, and knowing the kind of business you work well with, will help you put your agency in the best position to win.

Now, how are you getting your agency out there? Obviously, one could advertise in the mediums in which you could find your ideal customer. How effectively is your team using social media? How much content and owned media are you generating? Many of the larger shops can use agency search firms, but the small agencies usually get looked over. How are you smaller agencies leveraging the online databases or conferences to get out there?

The exciting thing about the agency life is that there are so many ways to attract attention and win business. Of course there are experts that want to give the world the "five best ways to win business," but framing the process in that light doesn't do it justice. We've heard stories of winning accounts that range from going through a pitch process to talking to a brand manager at a bar after trivia night. There is no cookie-cutter way. If there was, there wouldn't be so many experts banging on their pots and pans telling you the best way to do it.

If you know the talent your shop possesses, and you know the type of client who like to work with, then all you have to do is get in front of them. Develop your own best practice.

And just win, baby.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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