Guide to New Business at Ogilvy & Mather

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1、GUIDETONEWBUSINESSATЙDearColleagues:Short-termandlong-term,thehealthofOgilvy&Matherreliesuponasteadystreamofnewbusiness.ThedurabilityofourGBMandotherexistingbusinessiscriticaltoourfuture,butprofoundgrowthcanonlybefoundintheregularattractionofsubstantialandstrategi

2、cnewclients.OurambitionsfortheOgilvy&Mathernetworkdependonit.Itisnotoptional.Whilewe’veenjoyedsomerecentsuccesses,wecannotsimplyrestonourlaurels.Weneedtobemoreactive—andmoresuccessful—inthepursuitofnewbusinessopportunities.Itisoftheutmostimportance,andwemustallapp

3、roachitwithrealhungerandurgency.Ourpassionforgoingafterfirst-classbusinessisnotadesireforbraggingrightsorpaddingoutforourclientlist:itissothatourglobalfamilycangrowandthrive.Thisguide,craftedbyourregionalnewbusinessleaders,willhelpyoutakeadvantageofOgilvy&Mather’ss

4、trengthsandmitigateourhabitualweaknesses.Itwalksyouthroughthewholepitchingtimelineandshouldserveasahandyreferenceinyournewbusinessendeavors.Iwishyoueverysuccess.Verybest,MilesYoungiiContentsIntroduction1Prospecting2Anoverviewofpitching3Pitching,indetail41.Pre-pitc

5、hphase42.RFIorRFPphase83.CredentialsMeeting84.WorkSession105.FinalPresentation116.Post-pitch14Conclusion15Appendix:ThebigideaL™andFUSION™innewbusiness16ThebigideaL™17FUSION™17iiiIntroductionEveryoneofussharesresponsibilityforThishandbookwillnotgiveyouarecipeforwin

6、ningnewbusiness.Itdoesnotliveinpitchingnewbusiness—notwopitchesoronedepartment.Andwecannottreatitprospectiveclientsarethesame—butitas“someoneelse’sjob.”Attractingnewdoesdefineeachstepofthenewbusinessclientsistheresponsibilityofeverypersonprocess,clarifyrolesandresp

7、onsibilitiesatOgilvy&Mather.frombeginningtoend,andprovideguidelinesforworkingonandwiththeSomeofourlargerofficesandregionshavepitchteam.adedicatednewbusinessstaff,butthatdoesn’tletyouoffthehook.Everyoneofusmustthinkandbreathe“newbusiness”withourownclientsandwithouts

8、ideopportunities.Workingonapitchmaybehardwork,butitisalsoanhonor.Itisanopportunitytolearnandgrowbeyondthescopeofourday-to-dayroles.Towinnewbusiness,wemu