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The Art of the Post Mortem; Laurie Coots, President-Disruption Works, TBWA #smallagency

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Laurie Coots, President  of Disruption Works at TBWA, shared her thoughts and experience with the art of the agency pitch postmortem. The idea is that post mortems, originating in medicine, are invaluable in the agency world, particularly in regards to pitches. Coots recommends assigning a “cool head” type to be involved in the initial and final stages of the pitch, so they can document the process from a fresh, unbiased perspective. This analytical Cool Head will gather and analyze data and identify patterns in pitches, regardless of the outcome. The Cool Head needs to determine key attributes, messages and strategies that give your agency the edge and work them into every pitch. In essence, before going into any pitch, thorough understand your “secret sauce” and don’t dilute it by playing someone else's game. Think MoneyBall for winning agency pitches. Questions to ask in the planning process:

  • Do I have the right people on the team?
  • Does this team get along well or at least present well together?
  • What resources can we provide the client to tip the scales in our favor (i.e. research, white paper, case study, key internal or industry relationship)?

A cool head helps you connect the dots (based on answers from the above questions) and put together a strategy for the pitch that will increase the likelihood of winning. The key components of a post mortem are outlined below:

  • Assign a Cool Head (think analyst)
  • Review every step of the process, the people and the dynamic
  • Debrief team members
  • Debrief client
  • Debrief other partners or consultants involved
  • Present the team or agency results
  • Decide what you know, who you know and how you will use that going forward to drive growth in your agency

Coots concludes that there is no better time to be a small agency. I would agree, although I now need to go find and hire a Cool Head.


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