BETTER! FASTER! CHEAPER!
102 TIPS FOR IMPROVING AGENCY PERFORMANCE
by
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WHY WRITE THIS BOOK? I spent the first 10 years of my career working in Brand Management. I loved working with the Agency and it was not surprising that I spent the next 10 years working in Account Management at a major multinational Agency. I had been a “buyer” and now I became a “seller” of Ideas. Over the last ten years I have worked as a Consultant, doing both training and live projects. I have been able to work with over a hundred Advertisers, Ad and Media Agencies and Digital shops in more than 15 countries. As I worked with different types of Clients, and as I observed the Industry, it became very clear to me that things were not well. Advertisers complained about Agencies, Agencies complained about Clients. Business as usual was not working. Clients in particular kept coming back to three things: Most Agencies are doing mediocre work, they do it slowly and they are expensive. This is a very serious accusation. Working with Agencies I came to see that these problems were caused not only by a business model that has slowly become obsolete, but also by a myriad of little things that can be fixed. This book is written to help Agencies do BETTER work, and to do it FASTER and CHEAPER. I have tried to identify 102 things that an Agency might want to think about. Some items can be easily addressed. Others will require bigger changes. And some others might help spark a healthy debate about how things are done today and how they might be done differently tomorrow. I hope that this book will provide the reader with lots of food for thought, and with a few actionable nuggets that will make a positive impact on his business.
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About the Book
The Agency business has been struggling for the last decade and everyone is looking for solutions. In this book you will find 102 different answers. Some are big picture observations. Others are common sense tips. There are thoughtful observations and insightful approaches. Most of all, it is a call to go back to the nuts and bolts of the business in order to find a way forward.
About the Author
Vivek Kuchibhotla is the Founder of BFC Ideas, a Consultancy that helps its Clients to get to better Ideas, and to do so faster, and cheaper. Vivek has a unique perspective on the Ideas Business. He has been a “creator”, a “buyer” and a “seller” of Ideas. He has been an “insider” and an “outsider” at major Agencies and Corporations and has a keen understanding of the issues that surround the generation and implementation of Ideas. Vivek has spent the last decade conducting workshops and seminars with hundreds of different Agencies and Advertisers, and on four continents. He has worked with Agencies to help them strengthen their Idea Generation and Selling skills. He has helped them improve their Account Management function. He has helped them fine-tune their strategic thinking skills and their New Business operations. Prior to his work as a Consultant, Vivek spent ten years in Account Management at Leo Burnett, working on major Accounts such as Procter & Gamble, McDonald’s and Kellogg. He also worked on smaller local accounts in different countries. Vivek also worked in Brand Management at Unilever, Kellogg and S.C. Johnson. Vivek and his family live in Chicago, Illinois. He can be contacted at vivek@bfcideas.com or through the www.bfcideas.com website.