PAUL PHILLIPS - managing director, AAR
- Why should clients bother using a third party when appointing a media agency?
Marketing directors know who they know, but don't know who they don't know. It's our job to know the marketplace fully so we can share our insight into agencies and so help our clients consider the right ones for them and consider the factors they might not have thought about.
- When appointing an agency, is it all down to cost of media and cost of service?
Thankfully not, otherwise it would be pretty dull and boring. The breadth of communication opportunity available to their clients has liberated media agencies' creativity. Cost can put you in the frame, but creativity will help win the pitch; and people will always stand out as the key differentiator between agencies.
- What are the differences/similarities between AAR and Accenture?
I think our differences are far greater than our similarities with respect to the full range of services we each offer our clients. The main overlap is probably in the area of helping clients review their media agency arrangements, but we approach it in a different manner.
- Do you need to have lots of 'best friends' and be invited to numerous networking events to be effective in the industry?
When I first started at AAR, it certainly felt like I had a lot of new best friends, but quickly I realised it wasn't down to my sparkling personality. Equally, agencies realised that if we didn't operate honestly and with integrity, they wouldn't support us and we wouldn't have a business. I guess nine years on we're doing something right.
- What's at the top of the list of a client's requirements when they are looking to appoint a media agency?
Clients buy teams of people supported by the agencies; if there's no chemistry, then there's little ambition to work with the agency. Having said that, creativity of thinking, collaboration with other agencies, control over their marketing communications and cost efficiency in execution and service are regularly on clients wishlists.
- Have you seen any new/innovative ways in which media agencies are pitching over the past year?
Thankfully, death by PowerPoint is (mostly) a thing of the past. Agencies have been more prepared to recognise that theatre can contribute to the content of their presentations and help distinguish them from their competitors.
- Of all the pitches you have been present at, which one has impressed you the most?
Winning business is not just about the final three-hour presentation, it's the weeks of preparation beforehand, the late nights, the self-doubt, the writing and rewriting and ultimately the belief in your work and passion in delivering it. Good agencies know when they've nailed it, but also know when they've let themselves down.
- Has the involvement of management consultancy skills from the likes of Accenture made the selection process more sophisticated?
I don't think about what we do as sophisticated, but like conveyancing, it's something we can all do if we choose to, but mistakes will be costly. We always try to make sure a pitch is not unnecessarily onerous, and there's a lot that goes on behind the scenes so that both client and agency find it an interesting challenge.
- Do you have favourite agencies you will always recommend?
Yeah, right!
- Is there any rivalry between you two?
No, and if Martin ever feels we can help out, he's got my number!
MARTIN SAMBROOK - global account director, Accenture Marketing Sciences
- Why should clients bother using a third party when appointing a media agency?
Appointing a media agency is based upon a number of commitments around service and value deliverables. Accenture Marketing Sciences provides a robust tried-and-trusted methodology and process, giving performance benchmarks that help clients turn promises into contractual guarantees on behalf of the agencies. Few clients have the experience, process and factual knowledge to optimise the outcome unaided.
- When appointing an agency, is it all down to cost of media and cost of service?
It's a pretty good starting point! However, the optimal solution will be based upon the best media creativity, processes and people. Without these elements being addressed, it would not be a viable outcome just to have a media financial case.
- What are the differences/similarities between AAR and Accenture?
The main difference is that of scale and scope - the Marketing Sciences offering alone is still the biggest media auditor, media consultant and ROI analytics business globally. We are similar in providing a service aimed at getting a better result for the client.
- Do you need to have lots of 'best friends' and be invited to numerous networking events to be effective in the industry?
It certainly helps to know the principals in the agency networks. After 20 years doing this job, I certainly know a few. However, judging by the lack of invitations to networking events, I think I'm a bit short of "best friends". It is better described as respect rather than best friends.
- What's at the top of the list of a client's requirements when they are looking to appoint a media agency?
Will they make a real, calculable difference to deliver my corporate objectives and can I work with them?
- Have you seen any new/innovative ways in which media agencies are pitching over the past year?
Yes - and it's confidential to the pitch.
- Of all the pitches you have been present at, which one has impressed you the most?
The one held in a pub! But it was relevant to the context of the pitch, I hasten to add.
- Has the involvement of management consultancy skills from the likes of Accenture made the selection process more sophisticated?
Accenture acquired the skills, processes and databases of Media Audits - so in some respects it has become an added capability for Accenture. On the other hand, Accenture has an array of consulting resources and IT applications together with a truly global reach that enables us to do an even better job for the client.
- Do you have favourite agencies you will always recommend?
Recommendation is based upon the fit of client needs with agency capabilities and availability. These factors change from pitch to pitch. So no, not a favourite.
- Is there any rivalry between you two?
I love Paul very much, but wish he would grow his moustache back.