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Telling a great agency story

The importance of telling a great agency story.

You get one shot to make a great impression. Be it for a job interview or to win a billion-dollar piece of media business. So, what does it take to have a great pitch story and how do you tell it in a relevant, credible and motivating way? Find out how right here with Media Minutes.

SCRIPT

DARREN: Welcome to Media Minutes. I am Darren Woolley
STEPHEN: And I am Stephen Wright
DARREN: In the next few minutes we will share with you our view on what makes a good media agency story, great. Stephen, what is the secret to telling a great agency story?
STEPHEN: Ah, yes Darren… the great agency pitch, the dream of every Media Agency CEO. The compelling presentation that makes a client want to appoint you on the spot.
DARREN: Your talking agency credentials then Stephen?
STEPHEN: That’s right. The agency credentials need to pass the acid test.
DARREN: The Acid Test?
STEPHEN: The Acid Test requires you to have a positioning that ticks 3 boxes. Your positioning needs to be relevant to marketers. It needs to be Credible coming from you as an agency. And it needs to Motivate, it needs to inspire and excite. Without fail agencies that get clients excited during credentials are straight through to the next round and ahead of the competition.
DARREN: Are any of these three more important than the others?
STEPHEN: No, they are all critical. Agencies can’t afford to fall short on any of them.
DARREN: So, you see Agency credentials every week Stephen, do all media agencies pass the acid test.
STEPHEN: Sadly, not Darren. There are a lot of agencies falling short and marketers are often disappointed at what they see at the credentials stage.
DARREN: Why is that Stephen?
STEPHEN: Too often Darren, in their desire to be everything to everyone, they end being nothing to anyone.
DARREN: In what way Stephen?
STEPHEN: In their desire to be different, they cram in all the facts and figures about themselves and end up sounding just like every other media agency in the market.
DARREN: So, what is the solution, Stephen?
STEPHEN: Instead of making your agency credentials an encyclopedia of everything no one really wanted to know about your agency but were afraid to ask, tell your agency story with a focus on why the client needs you.
DARREN: Makes sense really. Why don’t more agencies do this?
STEPHEN: Increasingly, the great agencies have learned how to pitch their stories in a relevant, credible and motivating way. Making it easier for clients to find the agency they need.
DARREN: Good news indeed. So how can a marketer find one of these great media agencies?
STEPHEN: Darren, the fact is a well-managed agency review should ensure the cream will rise to the top.
DARREN: Thank you, Stephen. Now make sure you subscribe to Media Minutes. A weekly snack on all thing’s media. Until then. I’m Darren Woolley, and he’s
STEPHEN: Stephen Wright
TOGETHER: And this is Media Minutes.