You’re a small agency and you’ve managed to secure an office visit from a leading global marketer like Procter & Gamble. They’ve arrived. Now it’s time to deliver your credentials presentation and make your pitch.
This is a rare opportunity, and the stakes are high. What happens during the next 90 minutes will go a long way toward determining whether your agency has a shot at landing the account. Unfortunately, this is where a lot of smaller agencies tend to miscalculate in their approach because they do not fully understand what the marketer hopes to learn at the meeting or gain from the pitch.
So, let’s rethink the entire process from the client’s point of view.
First and foremost, everyone involved should understand that large advertisers often look to smaller agencies to fill a void in their creative content (which is probably why the company took the meeting in the first place). Of course, large agencies and holding companies continue to play an indispensable role in managing the multitude of campaigns and brand communication of a global business for companies including P&G.
Yet smaller agencies can provide several unique benefits. The lack of layers for creative development and fewer people means they can be nimble and efficient in responding to the client’s business challenges. Smaller, more specialized firms may also offer a deeper understanding of a particular target audience or advertising medium, because they spend more of their time dealing with it.
But that’s just a starting point. Here are five things that every small agency can (and should) do during their pitch: