Business of building a business

Key points
01 Approaches to building a business

02 Role of an account team in winning new business

U
 Approaches to building business
• Organic

• Inorganic
 Organic growth – An important source of
new revenue
Small day to day wins and quick suggestions

Ad agencies keep waiting for a big idea

• They miss singles and doubles are the foundation
• It makes client in a receptive mood and help change perspecti
ves about your value
 Prioritizing leads to organic growth
• Client wants ideas from agencies to grow. Agencies want fro
m client opportunities to do great work and be fairly paid
• Be prepared with relevant topics, point of views and issues t
hat flatter the client and demonstrate interest and imaginatio
n
• Be prepared for
– BBI’s : Business building ideas
– VASs: Value added services
– VBI’s: Value based initiatives
• Develop an understanding on how and when to use Value adde
d services and price them
– BBI’s : Business building ideas
• New campaigns
• Capturing new events ( APS incident, football craze, cri
cket match India vs Pakistan)
https://youtu.be/28NshqQW2ic
https://www.facebook.com/PeekFreansChocolicious/
 VAS: Value added services
• 5 sec TVC adapts
• Pip’s, scroll
• Emailer’s (internal client communication flyers)
• Consumer research at smaller level
• Brand pointers
 VBI’s: Value based initiatives
– Co Branding with another agency client
Milk brand co branding with chocolate brand on ch
ildren’s day

– Day specific campaigns (father’s day, mother’s day, fri

endship day etc)
 Inorganic growth
• New clients
• Agencies are invited by client themselves or agencies have t
o reach out potential clients themselves
• Agency has to make pitch presentations to inspire them with
great work
Don’t cold call potential clients without doing
your homework
Don’t expect cold meeting to lead to an
immediate assignment

Be patient
 How to approach new potential clients
if not invited by client themselves

• Acquire market knowledge about the potential business

• Competitors marketing scenario
• Find direct or indirect contact / referral in that company
• Set a meeting time with Marketing leads in the company
• Share your previous experience
• Explore mediums to pitch
 What Agency wants from a client

• Don’t be afraid of risks

• Share Mistakes and glory
• Reward Great work
• Make agency your true partner
• Steer and inspire
 What a Client wants from an Agency

• A Core team of brand enthusiasts

• To listen and respond
• Get immersed in the brand
• Have their back
Must have’s for Winning Pitch Presentations
• Brief understanding
• Strategy – based on consumer insights, client strengths an
d competitors analysis
• 2 – 3 directions (Big Ideas)
• Creative
• Agency fee
• Team profile
 Strategy
• Campaigns made on consumer insights are more
impactful
• Do some research and get consumer insights
 How to reach consumer insights
• Consumers attitude and behavior towards the category
• Observe their behavior
• Identify any need gaps that can be treated as an opportuni
ties
• Examples
– Smart phones
– Kenwood
– Branded chicken
 Consumer Insights

Big idea
(core communication idea)