Anatomy Of An Advertising Agency Pitch
This interview with Tony Mikes, Founder of the Second Wind Network, is a first-person perspective by an advertising agency management and business development leader who sat on the client side of an important ad agency pitch. It is an enlightening review of how advertising agencies performed, or didn’t, in a new business pitch for the National Aquarium in Baltimore.
Frankly, A Must Read
The interview and perspective on agency new business pitching will be highly instructive for small, medium and large agencies… to say the least.
The interview first appeared in my book, “The Levitan Pitch. Buy This Book. Win More Pitches.”
It is very rare to have an advertising agency veteran sit on the client side of a pitch and give his impressions of the process and how the agencies performed. You will hear about what the winning agency did and what the losers failed to do.
The interview is over three thousand words so I broke it into two parts. I urge you to read both.
At the end of part two, I will give you my impressions on the lessons that every agency can learn from Tony’s experience and insights.
Tony Mikes was the Founder and Managing Director of the Second Wind Network, which today has over 800 small to mid-sized agency members.
Tony consulted with and advised advertising agencies and their leadership on best practices for almost 20 years. He provided members and clients with ‘old school’ agency wisdom and combined it with cutting-edge strategies. Before starting Second Wind, he was President of Pennsylvania’s Mikes & Reese Advertising from 1972 to 1988.
My Portland agency Citrus had been a member of Second Wind, and Tony was one of our advisors. Tony was an experienced mentor that could always help me resolve an agency-related issue or grab an opportunity and turn it into success. Sadly, Tony passed away in 2015.
The Anatomy Of An Advertising Pitch Interview
PL: You were on the client side of the agency selection table recently. How did that go? [Read more…] about Anatomy Of An Advertising Agency Pitch: Part One