Monday Morning Mad Men: Welcome back!
It’s been a long 17 months since we’ve seen our friends at Sterling Cooper Draper Pryce. We’re back in 1966 and SCDP is still trying to nail new business they desperately need. As we found out at the end of season four, Don has convinced Heinz to give them small piece of their business – the beans division – with the hopes of bringing attention to this often overlooked sub-brand (behind Ketchup). Thus, we find Peggy in the pitch room trying to sell in their first campaign idea to the client.
In the creative presentation, Peggy presents the team’s best campaign idea for the beans – a Bean Ballet. The client is not immediately thrilled (as Peggy expected), instead asking for something more conservative. Don joins the room and Peggy expects him to come to her rescue as her so often does when clients aren’t buying more provocative ideas. Surprisingly, Don simply agrees to come back to the client with something different and more in line with his desires. Peggy leaves feeling deflated from rejection, but that’s because she wasn’t working with the client’s vision.
If we were SCDP’s counsel on pitching new business, we would have made four recommendations to Peggy:
- Get the brief right. Briefs are critical to success. They allow clients to share their desires and visions from the outset, while helping to set expectations. When written properly, they are an important tool for both teams to stay on the same page and avoid disconnects along the way.
- Understand the way your client thinks, and tailor your pitch accordingly. If you know you have a conservative client that won’t be open to pushing the envelope, present your more conservative ideas first. Over time you can earn your client’s trust for more boundary-pushing ideas. If you can anticipate your client’s reaction, you will have a leg up for how to present your ideas, and how to work with them over time to take more risks.
- Communicate with your client. If there is a disconnect between the client and the agency, the work will suffer. Consequently, the relationship will suffer too. Make sure there is an open dialogue between you and your client…not just with your day-to-day client, but with the key decision makers. This will get you one step closer to success.
- Learn when to hold ‘em, learn when to fold ‘em. Sometimes (most of the time), a client wants what a client wants. Understanding when it’s appropriate to push for your own ideas, and when it’s appropriate to back down, is an art form, not something that’s learned from one meeting. Sometimes conceding your own ideas in the interim will allow your client to trust you later on.
We’re sure Peggy and the creative team will come back with a winning idea next week. Stay tuned!
Posted on March 26, 2012, in Mad Men, Tips and tagged advertising, advice, DGC, DiGennaro Communications, episode review, Mad Men, new, season, series, Television. Bookmark the permalink. Leave a comment.