Agencies stand out when they're confident, focused, the room feels light and easy, ... and they show the client exactly who they are in the process.
As this year's Cannes festival comes to a close and the big lions are awarded for the best in creativity, we asked former creative-turned-agency-search-consultant, Bobby Hershfield, for his impressions on the new business pitch process, from a creative's point of view.
Bobby has spent over 30 years working at a number of agencies as both an account person and a creative. He started his career in account management at Chiat/Day and was a Management Supervisor at Wieden + Kennedy where he decided to change careers and start over as a junior copywriter. He went on to have a successful and awarded creative career at agencies like Mother, Ogilvy, The Community and SS+K. Currently, Bobby has his own consultancy, HaroldLouis, named after his two boys, helping startups, foundations and nonprofits develop their voice, positioning, and marketing materials. He has worked with Embold Health, New Politics, The T.J. Martell Foundation, TGL and TMRW sports, and BetMGM where he served as a pitch consultant helping them find a new agency partner.
You are an ex-creative, which is quite rare in terms of a consultant's background! How does your experience guide a client / agency match?
I have worked on pitches as a new business lead, account guy and a creative/CCO. And while all departments and the agency as a whole feel the pressure, I am partial to the creative department because I do believe when it comes down to it, the client either feels emotionally connected to an idea or they don't. I believe there is a time in the pitch process where there is this hope the creatives will "crack it." That's not to diminish the other roles at all, but the creatives do feel the weight of the agency relying on them to succeed. So I have tremendous empathy and respect for what they have to go through, and I try to make sure the clients really understand and feel that when they brief, give feedback, advice and their time. I also believe that the work can change. It can be revised and shaped but what matters most is if the client wants to go through that process with a particular agency, because it is a process and requires a lot of trust, respect and communication. So the pitch shouldn't be looked at as a reveal but rather as the start to wanting to work together based on the potential of an idea and relationship.
What are the biggest challenges facing brand marketers?
There are many for sure. The financial pressures. The "what have you done for me lately," pressures. Competitive pressures. And as I've been working with startups I really feel how precious the money and time is. The work has to work and so much energy, heart and a bit of panic goes into every decision hoping that decision pays off. I don't think that is a singular pressure for startups. I believe every marketer feels that and the problems and pressures just get bigger, the bigger the client is. I also believe, in the past, it was more common for marketers to lead culture and now the pressure to keep up has forced them to perhaps be a step behind which puts them in a reactive position. They respond to culture which can get them into trouble versus helping shape it.
What inspires you most about today’s marketing landscape?
It's been said quite often these days but there are just so many interesting ways and opportunities to get your message out there. There are just fewer boxes brands have to live in. It just feels like consumers are more receptive to brands being entertaining and there's so many vehicles to provide that entertainment. And there are so many talented players out there to help. It's not just the typical agency search anymore. Marketers can arm themselves with such a wide variety of talent across a variety of disciplines and create a sort of all-star roster of people who will do incredible work on their behalf.
And last, your top tip for agencies involved in a pitch / What makes an agency stand out?
More isn't better. It's just more. Clients are sitting in 4 or 5 presentations and if the story isn't focused, the agencies sort of blend together. Also, the feeling of a bait and switch with staff is real. Senior people present and then disappear. So the people presenting should be the people working on the business. This is a problem in general with the pitch process. The process feels antiquated and it's about winning by whatever it takes which isn't always the most sincere way to win. Clients sit across from the agency wanting to be impressed and the agency is doing and saying everything it can to impress them and that's just not how the relationship works moving forward. I would love to work with clients and agencies to change this. In the meantime, agencies stand out when they're confident, focused, the room feels light and easy, the thinking is sharp and their strategic and creative approach to solving the client's challenges are compelling. And they show the client exactly who they are in the process.