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A few weeks ago, at the outset of this pandemic, Shelly Latimore called up her agency partners and pulled their ads.
Shelly is the Marketing Director of Domestic Brands at Nestle Waters, and before that, she led marketing departments at General Mills for over 15 years.
The product is water after all, and since the elixir of life was evaporating off the shelves, Nestle couldn’ t supply it, and it’s a waste to advertise something you can’t supply.
Fortunately, Shelly’s agencies understood the situation because they are embedded in the company, its supply chain, and the landscape in which it operates. They were ready to pivot and be useful.
Whether you’re with a boutique or an agency-of-record, are you in such a position with your clients?
I’m excited about today’s episode because we got a valuable perspective from the opposite side of the agency/brand table…
Some things we covered:
- A retrospective on what pitch-winning agencies do differently.
- How to balance brand/agency team player dynamics vs. complacency.
- The AOR model vs. a gaggle of boutiques: what Shelly learned over 15 years.
- How the startup model is being applied to consumer packaged goods.
- Demographics and data: a giant agency blindspot.
- An ethical RFP process.
- Digital networking, external focus, and new models for sourcing agency partners.
Links:
Video Training: How to Sell Agency Services in Uncertain Times
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