Good Luck and New Business

Okay, so where am I?

It's award season in the ad game and that means there are submissions to do in my spare time (yeah, what's that?) for such awards as the CLIOs, Tellys, the SHORTYS, the Effies, and more. Today, I spent the morning sifting through the 2016 to find the right pieces to submit. How blessed am I to have a stack of work to whittle down for awards competition? Pretty lucky!

So between submitting to the major awards and my Silver Council judging assignments for the Tellys, there hasn't been much time for anything except work, work, work...

The advertising and marketing business is no easy game. No only do you have to know your craft, but you have to schmooze, booze, and charm your way through life at an agency and with your client base. Every scenario requires its own truth and hoops to jump through. Each one has the potential to damage your soul and leave you as a walking shell of your former self.

And, if you can bring new business you're never going to make partner or be the lion of the ad agency pride. I have a quick study for those of you who need to work a room and excel.
Being great in the room makes you relevant and keeps you there. If you're a magician in the room, there will never be anyone who can block your arc.

So, what are the keys to pitching a new client? How do you  increase your chances of winning new business? Does the secret to pitching for business lie in the early stages of building the relationship?

I used to be able to rely on the good luck 1880 Morgan silver dollar that resided in my trousers front left pocket and my grandfather's sage advice running through my mind, “Focus all your effort on what is in your power to control.” You know what? It worked pretty well for a long, long time. The gift of gab did me well through my New York City and Los Angeles agency years.

Today, you can't just wing it. You have to do more than showcase yourself and your agency. You are required to do all of the work in advance and prove it while dazzling the pitch committee and building a rapport all at once.

So, what's the key to winning new business when the time comes for an agency to pitch a new client? Well, I have to tell you to NOT skip the good luck charm. Make sure you carry one and if you're challenged for ideas, see below for a rundown of the Top 15 from cultures around the globe. Seriously though...

...the best suggestions I've ever seen on pitching new business and new ideas came from the mind of Steve Jobs. He used to say, "Every new business pitch should do three things: inform, educate and entertain."He also said this smart stuff - follow it:

• Plan your presentation with pen and paper. Begin by storyboarding your presentation. Jobs spent his preparation time brainstorming, sketching and white-boarding before he creating his presentation. All of the elements of the story that he wants to tell are well-thought with all elements planned and collected before any slides are created.
• Create a single sentence description for every service/idea. Concise enough to fit in a 140-character Twitter post. An example, for the introduction of the MacBook Air, Jobs said that is it simply, “The world’s thinnest notebook.”
• Create a villain that allows the audience to rally around the hero—you and your product/service. A ‘villain’ doesn’t necessarily have to be a direct competitor. It can be a problem in need of a solution.
• Focus on benefits. This is important for ad agencies to remember. Your audience only cares about how your service will benefit them so lead with benefits rather than agency credentials and capabilities.
• Stick to the rule of three for presentations. Almost every presentation devised by Jobs was divided into three parts. You might have twenty points to make, but your audience is only capable of retaining three or four points in short-term memory. Give them too many points and they’ll forget everything you’ve said.
• Sell dreams, not your services. Jobs didn’t sell computers. He was passionate about helping to create a better world. That was the promise that he sold. For example, when Jobs introduced the iPod, he said, “In our own small way we’re going to make the world a better place.” Where most people see the iPod as a music player, Jobs saw it as a tool to enrich lives.
• Create visual slides. There were no bullet points in a his presentations. Instead, he relied on photographs and images. When Jobs unveiled the Macbook Air, Apple’s ultra-thin notebook computer, he showed a slide of the computer fitting inside a manila inter-office envelope. Keep your agency presentations that simple.
• Make numbers meaningful. Jobs always put large numbers into a context that was relevant to his audience. The bigger the number, the more important it is to find analogies or comparisons that make the data relevant to your audience.
• Use plain English. Jobs’s language was remarkably simple. He rarely, if ever, used the jargon that clouds most presentations—terms like ‘best of breed’ or ‘synergy’. His language was simple, clear and direct. So don’t use agency speak when presenting, “integration, proprietary process, etc.”
• Practice, practice, practice. Jobs spent hours rehearsing every facet of his presentation. Every slide was written like a piece of poetry, every presentation staged like a theatrical experience. He made a presentation look effortless but that polish came after hours and hours of arduous practice.

At the end of the day, remember that relationships matter. Get the chemistry right. What gets you through the finish line though is human chemistry. Why court business from people you wouldn't want to a long train with?

Making great ads is an intense process; and not a pleasant one with people you don't gel with. And, really, it's not just about winning new business but keeping it.

----------

Good Luck Charms from Around the World

Metaphorical Empty Chair Mondays

Okay, so where am I?

I'm at the beach pondering life. Some days call for what I call "Metaphorical Empty Chair Mondays." These are deep days were I watch the sun rise or set above the California coast.

The sound of the sea lets me close my eyes and look for clarity. My soul evolves to feel the light rising. I set the chair out next to me to release the burdens that life injects into my inner core blocking the light of intelligence. My prayers are less spiritual, but more metaphorical. They act like white sage, first creating a fog and then burning away the negativity the blurs the vision. The empty chair creates the strength on the days I'm weak and broken. It's a place in my head where my thoughts can move and find life. Imagination is restored and roams free in the din of dusk. The empty chair provides the inspiration that connects with the sound. The sounds of meditation - the filter which allows the greatness I expect and demand.

Yeah, yea, pretty new agey. But what do you expect from a Media Guy who was forced to memorize astrological signs and moon and sun relations instead of watching Charlie's Angels in 1977? Honestly, meditation is a key factor from creative genius. Clear your mind of the B.S. and you can fill it with much better hubris; the kind that drives you to a higher place. That's what I needed today.

So what got me here? I suppose it was this spot that I wrote back in my misogyny days where sexiness sold:

It took almost four years, but it made it to the airwaves and my long-awaited $1,000 royalty check was finally released. Hallelujah(!) and apologies that my past commercials keep creeping into play. These days, my campaigns are tame and kid-friendly. That being said, the spot has already gained fertile ground in the Land of the Rising Sun and there's talk of a sequel. Jeez, what took them so long?!

But the euphoria of small-time cash didn't last long as I fantasized about creating that perfect advertising character and campaign that would put me in the lore of legend. Setting the bar high is not a new thing. I mean, I've won Clio Awards, Emmy Awards, Telly Awards and the like, but what's escaped me is that truly transcendent idea. My mind was clouded. I needed a refresh. That's where the beach came in. What a revolution it turned out to be.

He is the life of parties that he has never attended...

All of this got me thinking about staying thirty in my career. Of course, if you you're going to start thinking about staying thirsty my friends, you're going start thinking about Dos Equis. And, if you're going to think about Dos Equis, you're definitely going to think The Most Interesting Man in the World, their iconic spokesperson.

It's been over a decade since we first heard, "I don't always drink beer, but when I do I prefer Does Equis." It was at the beginning of the quirky ad campaign era, leading with an arrogant and unorthodox endorsement of the beer with pedestrian US sales. Unflinching, the phrase was delivered by the Most Interesting Man in the World, a Hemingway-esque bearded man who chronicled his unique adventures in globetrotting.

The campaign led the way to replace young and anonymous characters with a completely approach. Hemingway doppelgänger Jonathan Goldsmith embraced the role, confidently laughing his way through a canon of pithy short spots incredibly written and told through the prism of antiqued video footage. It was met with raised eyebrows and critic bashing. The campaign continued, found a following and the now Heineken-owned brand's sales rocketed up shot up 22%.

Now, in true Lord of the Flies form, Dos Equis has become the exact thing it didn't want when it started the campaign. Goldsmith has been replaced by (you guessed it) a younger, millennial-friendly 41-year-old Frenchman, Augustin Legrand. Goldsmith made his final appearance in a commercial that sent his character on a one-way mission to Mars and just as quickly, Legrand took up the campaign’s banner.

Andrew Katz, Dos Equis VP of Marketing explained, “The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character and look and feel that opens the door to a world of interesting possibilities for today’s Dos Equis drinker.”

The news release explained it another way, stating it was “reinvigorating and modernizing ‘The Most Interesting Man in the World’ with a fresh face to showcase a character who reflects what is interesting to today’s Dos Equis drinker and to millennial beer drinkers 21 years and older.”

It remains to be seen how the next iteration of this character plays, out but the geniuses from the worldwide marketing firm Euro RSCG have their iconic character that I've dreamed of having on my resume. I can only guess that came from many mornings at the beach.

CLAIMS TO FAME

Here's some of my favorite claims to fame from "The Most Interesting Man in the World," a decade long compilation of Dos Equis ads:

“Presidents take his birthday off”

“He once had an awkward moment, just to see how it feels“

“His signature won a Pulitzer”

“He lives vicariously through himself“

“If opportunity knocks, and he’s not at home, opportunity waits“

“His 10-gallon hat holds 20 gallons”

“Bigfoot tries to get pictures of him“

“When he goes to Spain, he chases the bulls”

“Bear hugs are what he gives bears”

“He is the life of parties that he has never attended“

“In museums, he is allowed to touch the art“

“He has inside jokes with people he’s never met”

“His tears can cure cancer; too bad he never cries“

“He is considered a national treasure in countries he’s never visited”

“Once he ran a marathon because it was ‘on the way'”

---

Reigning Queen of the National Beauty Scene

Sit down for this....it's been over four years, since we spoke with Lola, aka Loni, aka the Reigning Queen of the National Beauty scene. Regular readers fondly recall the Brooklyn girl with enough positive energy to runneth your cup over many times. Now she's back for another round...

BACK STORY

In 2009, I was on a press trip to the lovely St. Regis Punta Mita in Mexico and met a dynamic bolt of lightning known only to me (and only me) as Lola. That's what she told me to call her while we awaited the hotel limousine to shuttle us to the hotel with eight other people we didn't know. She let me know at that moment that I would be "Jeffy" for as long we would know each other.

After series of group tequila tastings, champagne sabering rituals, and tours around the property, Lola revealed her true identity: Loni Albert, associate beauty editor at Cosmo magazine. Since then, our friendship has spawned two great columns with over 140,000 reads here on The Media Guy Struggles:

2013: The Continuing Adventures of Lola and Jeffy
81,000 page views

2011: Los Angeles vs. New York with Cosmo's Associate Beauty Editor
64,000 page views

A lot has changed in the last four years. Let's dive in...

MEDIA GUY: When you were at Cosmo and OK Magazine and the like you were the “Coffee-drinking, lipstick-wearing, punk-rockin', retro-obsessed, Marilyn-loving, NYC girl.” Now you are a San Francisco girl and a BK Babe. First...what's a BK Babe and how is the adjustment to the Left Coast?

LONI VENTI: Ha! IG bios are really embarrassing, no? A BK babe is a Brooklyn girl--duh, Jeffy. The Left Coast is beautiful. Sunny, gorgeous scenery, and lots to explore. But it's a huge adjustment as a born and raised New Yorker.

MG: How do you expect me to know what a BK babe is? I only spent three years in New York and if you remember, last time I didn't even know who Karlie Kloss was! What's the biggest difference between New York and San Francisco and what does a BK babe do in SF to make a living?

LV: You totally pucked up in New York, Jeffy [winks]. New York has a ton more energy, realness, stuff to do, late night fun and food options, people dress better, and it's where I lived for over 30 years--so I'll always be biased.

San Francisco is a breathtaking place. It's surrounded by mountains, the fog (named Carl btw) is the coolest and creepiest thing ever, and the weather is pretty much perfect. But it's not New York. And it takes like 10+ minutes to get a coffee. I spend a lot of time in LA, too, which definitely doesn't suck.

MG: New York was a grind. I mean literally. I worked in the days of drinking lunches and no Starbucks. Corporate housing was sweet, but that's another story. However, I think my move back to Los Angeles was validated when the Kings beat the Rangers for the Stanley Cup and I haven't needed a scarf since then. Yet, I digress... So, what does a BK Babe do in SF to make a living?

LV: I wish we lived in New York at the same time!!! I was actually just in New York City. So tough to be back here--makes me miss it so! I came out here to be the Editorial Director of ipsy, a beauty startup. It's a crazy, exciting, challenging experience and everyday is an adventure.

MG: ipsy is pretty baller, right?!

LV: Dude, ipsy is baller as f**k. And by baller I mean it's slaying the competition. We're growing like crazy and are at three million subscribers with a wait list so long that we've been brainstorming how to get more people that Glam Bag faster. It's only five years old and it stepped into beauty right when a lot of change was happening.

MG: I just read something about the Battle of The Beauty Bags: PLAY! By Sephora vs. Ipsy Glam Bag. Which bag is better, PLAY! or ipsy Glam? If you were to create your own bag with your favorite products what would it contain?

LV: My personal Glam Bag would have CoverGirl lipstick in Hot, DHC's liquid eyeliner, a travel sized Dolce fragrance, a square of chocolate that makes you never get wrinkles and also gives you the power to make everyone around you happy, and a lifetime pass to borrow anything I want to wear from Barney's. (What? You didn't say it had to be realistic.)

MG: Are there Barney's in San Francisco? Personally, I just want every pair of Louis Vuitton shoes in my baller ipsy bag. Is that offered?

LV: I think there's Barney's in San Francisco, but Google can confirm.

MG: Tell me, what would be in Marilyn Monroe's bag?

LV: Marilyn's fave products were: Vaseline for moitsturizer, like 30 shades of lipstick that she used to get the perfect red, Erno Laszlo skincare (she was friends with Dr. Laszlo and he created products just for her), and Piper Heidseick champagne--which she drank morning, noon, and night.

MG: Would Marilyn subscribe? How do you get so many people to subscribe?

LV: Two things that make ipsy magical: 1) we work with influencers instead of advertising, so that's how people learn about it and try it. 2) we have an amazing algorithm that customized the products you get. Every time you get a bag, you review how well it matched your  preferences, and the algorithm gets stronger. What're you doing these days?!

MG: What am I doing? The normal - creating ads, winning awards, wearing fancy shoes at red carpet events like the Oscars and Golden Globes, and of course my lifelong quasi pursuit of Christina Aguilera and Jennifer Lawrence.

LV: I would LOVE to wear fancy shoes to the Oscars! How does one become an Oscar invitee?! Sounds like a dream life.

The Media Guy with the other crocs in the photographers pit.

MG: Oscars? I am so lucking to be on the red carpet (I even found a picture...). I was grandfathered in so to say from my work with Fox and ALO. I keep getting an invitation to shoot the the stars, but I don't get to rub elbows with Jennifer, or George, or Penelope just yet. I did sneak across this year and take a selfie in front of the step and repeat. I hear you are running marathons...is that the key to good living? Can you run in winter in New York City?

LV: Your Oscar access is pretty dope. We were in LA for a shoot over Oscar weekend and got stuck in traffic that we realized was drop off at the red carpet! Pretty fab! I haven't ran in a while! But I did run five *half* marathons. Not the same as the whole thing over the past few years!! They give you an amazing sense of accomplishment and make you feel really proud of and connected to your bod--which is especially important when you're a gal who's been not that stoked with her shape her whole life.  Yes, you can run in New York City in the winter. After a few blocks you'll warm right up!

MG: Marathons? Half marathons? I envy you. My knees would literally explode on mile four. I filmed a commercial recently. It  wasn't up to expectations, but we keep climbing the mountain.

LV: Whaaaat?! Is that real?!?

MG: Can you believe that spot? I guess it's killing it over there. I just got another commercial because people love the dancing lemons. Who knew?! I guess I can thank Japanese ice cream for my Draper-like Asian market success. 

But tell me more about influencers vs. advertising. Can you elaborate on that vital point in ipsy's success?

LV: So yes, ipsy is built on the influencer movement. Our influencers share ipsy-related content to their highly engaged audiences and it spreads the word super fast. Influencers usually get paid for their work plus free stuff.

MG: What would you recommend for my daughter's ipsy bag? She's 20.

LV: I can't believe your daughter is 20! She grew up so fast!! I don't know what would go in her bag--she'd have to take our personalization quiz!

MG: How do you get one of those fancy blue checkmarks on your social media channels?

LV: I have no idea how to get the blue checks. I had a radio show years ago [for Cosmo] and I think the peeps at Cosmo set it up for me, because we had callers chat with through Twittter a lot. But I don't have them anywhere else! I'd like to get one on Insta[gram] because they shut me down a lot saying that I'm a fake account and I think a check would help a sister out.

MG: You're married recently. I see Artie and you happy and hanging out coast to coast. What his advice to the men out there with a kick-ass independent woman to keep her moving in the right direction?

LV: He usually says something like, "I guess try to be supportive and encouraging. Stay out of her way and make sure she stays out of her own way."

MG: Tell me one thing about ipsy that maybe no one else knows.

LV: One thing about ipsy that maybe no one knows: our main office in San Mateo has something called "Lunch Roulette" where random staffers from diff teams are randomly selected to have lunch together at restaurants in town. Random but cool.

MG: Can you explain the Marilyn Monroe thing?

LV: What do you MEAN the thing with Marilyn?! She's timeless! Iconic! I think what I love most about her is how flawed she was. And her story is kind of a Cinderella story with a tragic ending. She might be one of the most recognized images ever.

---

Follow Loni on her social channels:

Twitter

Instagram