Term
| ASYMMETRIC COMMUNICATIONS |
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Definition
| mapping client's issue, brand, competition, and target audience to develop a big idea that will drive their marketing and communications |
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Term
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Definition
| a full array of services offered to clients including advertising, marketing, design, public relations, and research |
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Term
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Definition
| willingness to use and medium or discipline to solve a client's problem as long as the solution delivers the right message at the right time to the right audience with the right medium |
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Term
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Definition
| process in which a client invites an agency to present itself with the hope of winning the account |
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Term
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Definition
| communication to agencies in which the client lays out basic information about its business and requirements for the job |
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Term
| WHY IS THE PITCH A BIG DEAL? |
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Definition
-clients stake in agency pitches is high
-the costs for agencies is enormous
-to pitch effectively, the agency must allocate material resources and a tremendous number of team hours to meetings, research, and creation or the pitch
-sometimes when the assignment, chemistry, or timing isn't right it is good business for the agency to walk away |
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Term
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Definition
-marketers who work on the brand for the client are the ones who initiate the pitch process when they make the decision that they would like to search for an agency
-the person generally leading the search is the CMO or VP of marketing
-some marketers choose to partner with a search consultancy whose job is to conduct research |
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Term
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Definition
| a client will send out the RFP, which will include some basic background for info and preliminary statements of what the agency will be tasked to solve. the agency in turn will fill out the RFP with an introduction about themselves, as well as answers to any other questions the RFP asks |
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Term
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Definition
| based on the responses to the RFP, the client will invite select agencies to meet in person. this meeting is designed to allow the companies to determine how well they like each other and if there is "chemistry" between them |
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Term
| INITIAL STRATEGIC THINKING |
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Definition
| before agencies are given a specific creative assignment, there is a step to discuss the approach to the problem. this discussion can cometimes be part of the chemistry meeting but can also be a next step. the initial strategic thinking allows the agency to demonstrate the tools it keeps in its shed without putting them all to use until the client agrees to the strategic approach |
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Term
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Definition
| if an agency is given a creative assignment, this meeting is where it presents its recommendations to the client |
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Term
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Definition
| preliminary ideas based on the agency's best guess as to what might appeal to and work best for a client and presented in a form that is very close to the "finished" |
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