Escolar Documentos
Profissional Documentos
Cultura Documentos
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Executive Director
Media
Director
Promotional Planning
Executive Director VP
Marketing Operations
Director
Production
Executive Director
Agency
Location
Professional
Parsippany, NJ
Professional
Morristown, NJ
Professional
Consumer
Morristown, NJ
New York City, NY
Professional
Professional
Consumer
Parsippany, NJ
New York City, NY
F
G
Professional
Consumer
Professional
Morristown, NJ
Parsippany, NJ
Princeton, NJ
Professional
Parsippany, NJ
Professional
Parsippany, NJ
Professional
Professional
Professional
Princeton, NJ
Professional
Consumer
Professional
Consumer
Parsippany, NJ
Parsippany, NJ
New York City, NY
New York City, NY
NYC/Parsippany, NJ
N
O
Public Relations
Definition
Brand messaging targeted
at either Professional or
Consumer customers with
the purpose of promoting
brand benefits to that
audience. Usually free
standing units of
communication vs.
embedded in text.
Brand or disease state
messaging targeted at
either Professional or
Consumer customers with
the purposes of:
providing information
raising awareness,
creating buzz
Strategic Application
Tactical Application
Deliver marketing
objectives that include
brand development via
customer insight analysis;
reaching target audiences
with compelling imagery,
benefit positioning and
specific promotion.
Deliver marketing
objectives that include
extending reach of brand
and disease awareness/
information to potential
professional or consumer
customers.
Articles or mentions in
magazines, newspaper articles,
TV, radio news.
Often uses third party
spokesperson as credible
mouthpiece (celebrity, opinion
leader, patient group leader,
journalist, etc.)
Advertising
Categories
Definition
Strategic Application
Unit Types
Professional
Healthcare
Pharmaceutical brand
advertising/promotion
targeted directly at
professional customers (i.e.
physicians, nurses, KOLs,
etc.) in their professional
communications
environment.
Generate brand
awareness among target
HCPs and to motivate use
through specific
promotional messages.
Direct-to-Patient
(DTP)
Pharmaceutical brand
advertising/promotion
targeted directly at
diagnosed patients. DTP
campaigns can be delivered
via patient brochures, direct
mail, and internet. These
communications are
especially valuable in
building database and
compliance models, since
they are targeted at
diagnosed patients. DTP is
generally not leveraged in
mass media venues.
5
4
Definition
Strategic Application
Unit Type
Traditional: Journal/magazine
ads; :30 and :60 television
commercials (branded and
unbranded or disease state; :30
and :60 radio spots; OOH (out-ofhome) - billboards, posters,
signage, newspaper pages.
Direct Marketing
or RM, CRM
(Relationship
Marketing,
Customer
Relationship
Marketing)
One-on-One
communications of b rand
benefit or disease
information to professional
or consumer customers.
Internet
Specialized expertise in
wired media and creative
web execution. Adjunct
advertising channel to core
brand campaign.
Deliver marketing
objectives that focus on
specific promotion
generating response in
order to develop one-toone brand relationship;
build compliance and
persistency.
Extend reach of brand
benefit and disease state
information to
professsional and
consumer customers
through interactive
media.
Medical Education
To deliver marketing
objectives that focus on
generating awareness
among key professional
audiences such as
physicians, researchers
and pharmacists.
Consumer (DTC)
Non-Traditional: Internet
banners and linkage; POP (pointof-purchase); FSIs; inserts.
Responsibility
Role
Marketing Objectives
Brand Management
TFR sign-off
Scope-of-Work
Business Analysis
GBL sign-off
Brand Wheel
TFR sign-off
Brand Ladder
TFR sign-off
Copy Platform
GBL sign-off
Concepts
Agency management
GBL sign-off
Validation
Business Analysis
Brand management
sign-off
Promotional Review
Brand management/
Company Promotional Managers
Revisions
Agency management/
Company Promotional Managers
Promotional Managers
Promotional manager
Proofreading
Release to
Proofreading
Proofreading
faxes
approval to Company
production.
Responsibility
Role
Marketing Objectives
Brand Management
TFR sign-off
Scope-of-Work
Agency management
GBL sign-off;
attached to contract
Agency account
management
Brand management
sign-off
Agency account
management
Brand management
sign-off
Brand management
sign off
Production schedule
Company promotional
manager/agency
production manager
Brand management
copied by
Company production
Weekly production
status reports
Agency traffic
coordinator
Agency account
management/Company
Promotional Manager
Promotional Review
Submission
Scope-of-Work
Brand Wheel
Ladder
Copy Brief
Objectives
Concepts
Review &
revisions
Weekly
Status
Model Clearance
Promo Review
approval
Schedule
Production
estimate
Testing
Status
Print Spec
Sheet
PromoReview
review & sign-
Production
Revise
Newark
Trade
In-market!
Process Overview
11
Research Process
Patients
Physician
Key barriers to
treatment
identified
Need to identify
Unmet Needs &
Motivators to Action
Identify barriers
to treatment
Eliminate Disconnect
Conduct MD
Segmentation/
Positioning
Opportunities
Conduct Patient
Segmentation &
Positioning
Opportunities
Establish
New Brand Platform
Establish
New Brand
Platform
Integrated Brand
Positioning &Message
Execution
EXPAND MARKET!
GROW SCRIPTS!
12
Brand Wheel*
Attributes
Benefits
Values
Personality
Brand Essence/CPP
13
Emotional
Rational
Personal
Value
Emotional
Benefit
Functional
Benefit
Feature
14
Advertising
Copy Strategy Platform
Brand
Target Audience Who are we talking to? What is their current behavior
and what needs can be exploited?
Consumer/
Customer/
Competitive
Insights
Key Marketing
Objective(s)
Brand Vision
Brand Position
Copy Strategy
15
Copy Message
Flow
Core
Summary
Opening
Messages
Call to Action
(Problem
the Brand
solves)
(Key
functional
benefits)
(RTBs, CPP)
Close
Ask for
business!
Brand
Personality
CPP
Legal/Regulatory
Mandates
Agency/Creative Director
Agency/Account Director
Client/Team Leader
Date
Date
16
Annual Scope-of-Work
This document reflects the annual tactical plan for the brand. It is a critical document to brand
advertising because it:
Is the basis for the advertising agency annual fee and contract.
Guides timelines
Is a reference point for Finance in the budgeting process.
The Scope-of-Work is completed by agency management and approved by brand
management.
The GBL must sign-off. A copy goes to the Executive Director of Global Advertising and to Finance
for attachment to the agency contract file.
18
Tactic/Service
Brand
Agency
# of Hours
Year
Total Fee
19
20
Function
21
Finance
Administration
Creative
Executive
Brand
Person
Agency
Title
% of Time
Year
Total Hours
22
23
24
Original:
Revised:
Date:_______________________________
Brand:
_____________________________
Agency: ____________________________
Job Initiator: ________________________
Phone #: ____________________________
Phone #: ____________________________
Job Description:
Provide a brief summary of this job and how it delivers against objectives
Audience:
25
26
27
28
CLIENT:
Company - Brand
Company Address
City, State zipcode
DATE
AGENCY JOB No.
CLIENT No.
CLIENT PO No.
06/14/10
15253022
156600
Attn: Contact
PRODUCT
JOB DESC.
Brand
Physician Monitoring Chart
SIZE
COLORS
QUANTITY
STOCK
No. PAGES
DESCRIPTION
Separations
Telefax
Freight/Messenger
Design - Canon Color (11 x 17)
Design - Disks:ZIP
Design - Electronic Mechanicals
Design - Conventional Studio Time
Design - Electronic Illustration High Res
8-1/2 x 11
4/C
13,000
100# Cover
4
ORIGINAL ESTIMATE
500.00
25.00
200.00
20.00
20.00
336.00
112.00
560.00
TOTAL:
SALES TAX (* denotes taxable item):
ESTIMATE TOTAL:
1,773.00
00.00
1,773.00
COMMENTS: Printing 13,000 copies of a 4-page, 8-1/2 x 11, 4/C chart on 100# cover
stock estimated at $5000.; vendor will invoice client directly.
APPROVALS:
CLIENT
ACCOUNT EXECUTIVE
BUSINESS MANAGER
DATE
DATE
DATE
29
30
Production Schedule
The production schedule is initiated by the agency production manager in conjunction with
Company brand production manager.
The production schedule is based on PM (Company Planning Meetings) timing for T1,
T2, and T3.
All production must align with shipment dates for the meetings.
Brand Management approves the schedule.
31
32
Status Report
Client #:
156600
EN = Estimate Needed
NA = Need Approval
EA = Estimate Approved
EB = Estimate Billed
FB = Final Billed
n/a= not applicable
PO = Awaiting PO
Company Distribution: R Abdul-haqq, P. Bergin, K. Harrington-Smith, M. Grigorieff, K. Kole, G. Olsen, W. Ross, S. Santos, S. Trieu
Noesis Distribution: B. Balter, E. Cohen, J. Costa, D. Cunningham, J. Duff, B. Epstein, M. Factor, E. Garcia, M. Kole, M. Macdonald, A. Reich, F. Robinson, F. Roes, K. Schneider, L. Simone, C. Wensberg
LTR CODE
AGENCY
JOB #
QTY
DESCRIPTION
INPUT
MTG
COPY
DUE
LAYOUT
DUE
PREVIEW TO
CLIENT
COMMENTS
DUE
SUBMIT
TO CT
CT REVIEW
FINAL
APP.
SUBMIT
POST CT
DISK
RELEASE
DELIV TO
WAREHOUSE
DELIV TO
REP MAIL
FIELD FORCE
TBD
TBD
TBD
COMMENTS
franshise.
Bill Checking w/ Melissa
to DDS Harris
Estimate
Status
Billing Status
LTR-9462
15252853
3800
2/1
2/5
n/a
2/7
2/14
6/26
7/3
7/3
7/3
7/3
Requested
15253237
TBD
n/a
6/26
7/1
7/17
6/17
7/22
7/29
8/1
8/2
8/5
n/a
15253198
n/a
6/5
n/a
n/a
6/12
6/13
6/12
6/13
n/a
n/a
6/21
n/a
n/a
n/a
n/a
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
n/a
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
6/12
6/20
TBD
TBD
TBD
TBD
TBD
TBD
TBD
n/a
4/1
4/4
4/10
4/5
4/15
4/8
4/15
6/10
6/13
6/17
6/17
6/21
7/8
7/2
CV
EA
PO
7/8
7/2
CV
EA
PO
n/a
n/a
7/2
LTR-1088
15252993
44K
CV Slim Jim
LTR-8190
15253026
250
4/10
4/30
5/2
5/3
6/17
6/19
6/27
6/27
6/27
6/27
n/a
15253130
n/a
4/29
5/7
TBD
6/3
5/20
6/6
TBD
TBD
TBD
TBD
TBD
LTR-8179
15253114
1690
4/23
4/26
AM
4/30
5/28
6/17
6/19
6/27
6/27
6/27
6/27
4/23
4/23
4/25
4/25
5/28
5/13
6/17
6/18
6/20
LTR-9489, A
15253112
TBD
LTR-8191
15253027
TBD
4/9
4/19
n/a
4/22
4/23
6/13
LTR-8188
15253002
58450
4/3
4/8
4/11
4/15
4/15
LTR-8185-A
15253003
58450
4/3
n/a
4/10
4/15
LTR-1087
15253004
3507
4/3
4/9
4/12
LTR-8186
15253022
11690
TBD
7/8
Testing
6/27
6/28
6/28
comments
TBD
TBD
TBD
6/11
6/13
6/17
6/17
6/18
7/8
N2, N3, CV
4/15
6/11
6/13
6/17
6/18
6/18
7/8
4/15
4/15
6/11
6/13
6/17
6/17
6/18
6/13
6/17
6/17
EA
PO
NE
6/24-6/28
NE
EA
6/5
EA
6/5
EA
6/5
CT toe-mail
LTR-7073
LTR-8187
LTR-1083
C-LTR-1031
LTR-1085
LTR-5027
LTR-1086
LTR-4030
NOV-8051
LTR- 8169
15253006
169K
15252977
169K
15252919
5070
15252975
n/a
15253010
15253011
7500
DM's
PO
ACE
EA
PO
N2, N3, CV
LPT
EA
PO
7/8
N2, N3, CV
ACE
EA
6/18
7/8
N2, N3, CV
4 STAR
EA
PO
EB
5/16
4/3
4/9
4/12
4/15
4/15
6/11
4/3
4/5
4/9
4/15
4/15
6/11
6/13
6/17
6/17
6/18
7/8
7/2
EA
PO
3/27
4/1
4/4
4/22
4/8
4/22
4/15
6/11
6/20
6/21
6/21
6/24
7/8
7/2
On hold
EA
PO
6/13
6/17
6/18
6/19
7/8
7/2
EA
EB
n/a
n/a
4/1
4/4
4/8
6/11
3/27
n/a
4/2
4/4
4/8
6/11
6/13
6/17
6/18
6/19
4/5
n/a
4/11
4/16
4/16
6/17
6/20
6/27
6/28
6/28
4/5
n/a
4/11
4/16
4/16
6/17
6/20
6/27
6/28
6/28
n/a
7/8
EA6/5
7/8
EA
PO
EA
EB
5/16
EA
EB
5/16
EA
FB
5/30
15253012
8457
4/5
n/a
4/11
4/15
4/15
6/17
6/20
6/27
6/28
6/28
7/8
15252948
169K
4/1
n/a
4/10
4/15
4/15
4/17
6/20
5/3
5/3
5/3
7/8
7/8
7/8
EA
FB
5/15
EA
FB
5/15
EA
FB
5/15
15253000
15252769
75K
75K
4/3
1/14
4/9
1/18
4/12
1/23
4/15
2/4
4/16
2/11
5/1
5/9
2/13
2/21
5/13
2/25
5/16
2/25
5/17
4/3
LTR-8170
15252766
75K
1/14
1/21
1/24
2/4
2/11
2/13
2/21
2/25
2/25
4/3
7/8
LTR-8172
15252767
75K
1/14
1/25
1/30
2/4
2/11
2/13
2/21
2/25
2/25
4/3
7/8
e-detailing - Animation
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
5/21
5/22
5/24
5/28
5/28
TBD
TBD
TBD
TBD
TBD
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
n/a
Taping 6/20
Send to DM's for Pocket Mtgs
EA
10/20 Journal Ad
7/2
15252753
NEI
EA
n/a
EB3/15
Jobs Pending/Hold
LTR-5028
15253173
TBD
n/a
15252852
n/a
LTR-8168-G
15253039
TBD
TBD
Pending (T3)
NA
EA
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
5/24
5/30
n/a
6/3
6/4
6/5
6/13
6/14
6/14
6/17
6/19
PO
EN
LTR-9491
15253181
LTR-8185
15253001
LTR-8168E,F
15252969
3750
13K
4/3
4/8
4/11
4/15
4/15
4/17
TBD
TBD
TBD
TBD
TBD
TBD
3800
3/27
4/15
n/a
4/18
4/22
4/24
5/2
5/7
n/a
5/8
n/a
6/5
n/a
Display 7/15
EA6/5
5/22
NEI
to DDS Harris
EA
LTR-9473, A
15252999
15/6
4/3
4/8
4/11
4/15
4/15
4/17
4/25
5/6
4/29
5/6
LTR-1084
15253018
7600
4/8
4/9
4/11
4/15
4/15
4/17
4/25
4/29
4/29
4/30
33
N2, N3, CV
EA
6/5
EA
PO
EA
6/5
PO
34
35
36
PRODUCTION CONTACT
Agency
AGENCY
Contact
Product
BRAND
Company #
Job Name
A)
Quantity
Stock
S/C
Final Specs
Plus
Page Cover
of
Allowable Overs
10
Comonent
Yes
PI Reqd?
No
Cover has
IFC
Glued Pocket(s)
8-1/2 x 11"
Finished
Revised Specs
15253004
Agency #
2-SIDED FLASHCARD
C)
Flat
Pre-lim Specs
LTR-1087
Description
B)
Number of Pages
Size: (see diagram)
AGENCY CONTACT
06/19/10
Date:
Recessed Cover
IBC
Flush Cover
Cover
Text
Other
Colors
Covers
Plus:
Varnish
over
Aqueous
Plus:
sides
Varnish
sides
Aqueous
sides
PMS
O/A
O/A
Yes
Specify
4 C/P
Spot
O/A
O/A
Perfect Bind
to Agency,
Wire-O
sides
No
No
Other
Other
Score
Diagram attached
Emboss: Multi-level?
Yes
No
3-hole Drill
Mylar reinforce
Foil Stamp
Perfs: # of Perfs
Pad In
Trim
Saddle Stitch
banks of
Composed Color
to Company
Spiral
Fold: # of Folds
Tabs:
Yes,
Yes
Disk Supplied
Add'l Information (scans, etc.)
2
Bleeds?
No
If No
Same both sides?
Yes
Blueprints:
No
GLOSS
PMS
Proofs
Bindery
4 C/P
Spot
over
Text
Pre-press
Specify
sides
Parallel?
Across
R/A?
Dimension to:
Chipboard
Glued?
Other
Pocket(s) size
Add'l Information
Packing
S/W in
3'S
Paper Band in
Rubber Band in
Convenient Lots
Bulk in/cartons
Other
Other Info
Shipping
Printer
Est. #
Due Date:
Tracking Coor
50
Partials
10 %
07/08/10
Yes
No
Est. #
Quantity
Base Price
06/19/10
Disk Release:
Company Prod
Est. #
Quantity
Overs
25
Samples: Agency
WAREHOUSE
Quantity
/M
Base Price
/M
Overs
/M
Base Price
/M
Overs
Tax
Tax
Tax
Shipping
Shipping
Shipping
otal
Total
/M
%
/M
Total
Stock :Covers:
sheets
Stock : Covers
Text:
sheets
Text:
Rolls
lbs
width
Rolls:
Schedule:
Schedule:
Signature
Date
sheets
Stock: Covers:
sheets
sheets
Text:
sheets
lbs
width
Rolls
lbs
Schedule:
88901/99
37
width
38
Print Model/Talent
Agencies are required to supply Company with a list of all models used in ads:
Model name
Date used
Brand name
Agency name
Agency art director
Company will compile a database of all currently used models via this process.
Prior to actual production, the agency must screen for model legacy use to avoid category or
corporate duplication.
A box is noted on the production estimate to indicate buy-out or stock status.
39
40
__________________________________________________________________
Date:
____________________________________________
Model Name:
____________________________________________
Brand:
____________________________________________
Company #:
____________________________________________
____________________________________________
41
42
Models
Date
Model Name
43!
44
i
t
Client
l
l
ti
To Client
Approval
EN - Estimate Needed
EA - Estimate Approved
ES - Estimate Sent
AN - Approval Needed
RE - To be Re-estimated
li
t
Financial
Status
Status Report
45
46
47
48
Leo Burnett
47
48
Agency:
____________________________________________________
Brand:
____________________________________________________
Review Period:
___________________ To
Received by Agency:
Name
Title
Date
49
____________________________
I.
EXECUTIVE SUMMARY
Reviewer to summarize overall performance based on ratings and comments.
II.
KEY CONTRIBUTIONS
Reviewer should list real agency achievements that have aided in advancement of
marketing objectives.
III.
50
Agency Review
Definitions of Rating Terms
Rating
Description
51
Agency Review
Standards of Performance
A. Account Management
Rating 1 - 5
____________
____________
____________
____________
____________
____________
____________
____________
____________
____________
____________
Specific examples for the above ratings and comment on Account Team Service:
52
Agency Review
Standards of Performance
B. Creative Services
Rating 1 - 5
____________
____________
____________
____________
____________
____________
____________
____________
____________
____________
Specific examples for the above ratings and comment on Account Team Service:
53
Agency Review
Standards of Performance
C. Research/Strategic Planning
Rating 1 - 5
____________
____________
____________
____________
____________
____________
____________
Specific examples for the above ratings and comment on Account Team Service:
54
Agency Review
Standards of Performance
D. Integrated Media
Rating 1 - 5
____________
____________
____________
____________
____________
____________
____________
____________
____________
Quality of recommendations.
____________
____________
____________
55
Agency Review
Standards of Performance
Rating 1 - 5
____________
____________
____________
____________
____________
____________
G. Productivity/SOPs
Agency has validated and accounted for all time spent on assigned projects. ____________
Agency has made an effort to align with benchmarked productivity rates.
____________
____________
____________
____________
56
Target
Share
Achievement
Tracking
PERFORMANCE STANDARDS
57
Agency/Client Review
Agency:
____________________________________________________
Time Period:
____________________________________________________
Reviewer:
Name
Title
Date
58
Agency/Client Review
Agency: _______________ Brand: _______________ Time Period: ________________
Always
1. Brand team provides clear direction,
sets objectives, expectations.
2. Brand team provides clear timelines,
sense of urgency.
3. Brand team provides thoughtful
response to Creative, evaluates
against strategic platform.
4. Brand team listens to agency
point-of-view, responds respectfully.
5. Brand team encourages agency
initiative, pro-activity.
6. Brand team keeps agency informed
on issues relevant to performance
(e.g. clinical testing, budget, etc.)
7. Brand team works to involve
agency as much as possible in all
marketing activity.
8. Brand team is timely and upfront
in addressing working/personnel
issues related to agency performance.
9. Brand team is timely with decisions
involving media expenditures.
10. Brand team offers a sense of
partnership and teamwork to agency.
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Often
Occasionally
Never
Agency/Client Review
Agency: _______________ Brand: _______________ Time Period: ________________
3.
Please identify 3-5 specific examples which provide opportunities for improvement
in this agency/client relationship.
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Pitch Process
For advertising agency pitches we strive to utilize a phased approach in
order to maximize:
Strategic vs. executional assessment
Exposure to varied top agency talents
Opportunities for brand management participation (including global and US teams) The
pitch process proceeds as indicated:
Phase I
Phase II
3-4 weeks
Phase III
1 day
Phase IV
2 weeks
Phase V
1 day
Key stakeholders:
Pitch panel:
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Industry Benchmarks
Network
Income; % Change Total agency revenues. We look at these measures to assess agency
strength and growth - as well as its size. The size can reflect on
internal agency resources/capacity.
Billings; % Change These figures, when viewed against income, provide an idea of
agency profitability. This can also point to agency stability and
depths of its resources. Too much profitability may also indicate
potential service issues.
FTEs; % Change
Key Accounts
Subjective Benchmarks
US/Global
We are interested in agencies that can serve our brands all over
the world, in order to better align branding/communications and to
optimize marketing efforts.
# Blockbusters
This gives us an idea of the agencys capacity to drive big, brand successes.
# Brands > $500 mm Reflects on agency ability to manage large brands with multiple
constituencies, and multi-level client teams.
Awards/Marquis
Personnel
Integration Partners Allows us to consider who and how well they integrate with
multiple agency partners and marketing suppliers - and to judge the
quality of this important capability.
63
Company Corporation
One Company Address
Company City, STATE zipcode
Tel
555-555-5500
Fax
555-555-5100
Internet:email@company.com
SAMPLE RFP
Agency
Address
City, State Zip
Attn: Director of Client Services
Dear XX:
The Company is conducting a review of Advertising Agencies to develop and execute advertising for its (brand). This will be a
global assignment with emphasis on US execution followed by a global rollout in various countries.
REVIEW PROCEDURE OVERVIEW
The procedure that will be followed in this review is outlined below:
1.
2.
Select Agencies will be briefed and requested to provide presentations to a panel of marketing executives here at
Company the week of (date).
3.
Award Agency to begin work date, with initial goal of in-market testing by (date).
Company will reimburse the Select Agencies for their creative presentations in the amount of $10 - $20K.
REVIEW PROCEDURE DETAILS
The first deliverable from the Agency should include the following components:
1.
A brief review of your agencys credentials including a statement about what it is in your agencys experience,
resources and professional accomplishments that makes it especially well-qualified to handle (brand).
2.
A description of the internal processes that your agency follows in developing and evaluating advertising campaigns.
It is important that you describe how the various disciplines in your agency (account, creative, planning/research, media, etc)
integrate with each other in these internal processes and also how you organize yourselves to provide seamless and proactive
interaction with your clients as those processes evolve.
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A presentation of Advertising and other communications materials/programs developed by your agency that
illustrate solutions in situations that you believe to be analogous to those faced by (product).
For each of these advertising/communication solutions that you describe, we would like to know the kinds of
benefits that accrued to your clients as a result of this program.
The Company panel would also like to receive a written document for subsequent review that would cover the
these topics:
- A list of Global and US clients and the specific advertising assignments your agency has from each client.
- A list of your five largest clients and the approximate proportion of your total gross billings provided by those clients
in 1999, 2000 and 2001.
- A list of the advertising accounts and total billings gained over the last three years.
- A list of the advertising accounts and total billings lost or resigned over the last three years.
- A description of the work histories of the key individuals that you have designated as those who would work
on Company/(brand).
- A brief summary of how you would serve a Global client based in Europe with the US as the key growth market.
The Company will choose three or four finalist agencies to make a second presentation to a larger group of Company executives.
These final presentations are currently scheduled for the (date).
You will be asked at the second presentation to briefly represent the credentials of your agency and to present an overview of the
advertising and communications programs you would recommend for (product).
If you are interested in participating in this advertising agency review, please let me know immediately. In addition, if you
choose to participate, please return the attached confidentiality agreement by return overnight mail. We will forward an
information packet to you that contains backgrounding on the product and its campaigns to date.
We look forward to hearing from you, and to a mutually rewarding experience in the process.
Best regards,
Executive Director,
Global Advertising
65
Agency
Time
Agency A
Agency B
Agency C
Agency D
Debrief
66
67
68
MARKET KNOWLEDGE
1
Total
For this presentation, use a scale of 1-5 to reflect your perception of the agencys performance in each area. A rating of 1 means no
ability, a rating of 5 reflects outstanding ability.