WHY: The Center of Your Agency Pitch

By CFC Staff March 06, 2014 06:30

Why should be the central story around which you craft your pitch. Agencies need to understand why they (or most importantly their clients) will benefit from your product. This means advance preparation from any entrepreneur on the look out for agency buy-in. Know their clients and know how you can enhance their business!


This past weekend, the CFC Media Lab hosted a series of workshops themed around working with creative and media agencies. ideaBOOST cohort 3 companies had the opportunity to learn about how to interact and form relationships with the agency world, as they participated in a stellar interactive training session with Selina Jane Eckersall and Melissa Shapiro, Co-Founders of Startup Workshops, and met with top agency representatives including: Raymond Reid (Managing Director, Neo@Ogilvy),Matt Di Paola (Managing Director at Critical Mass), Shane Cameron (Managing Director, OMD), Tyler Turnbull (President, Proximity Canada) and Dino Demopoulos, (VP Strategy & Innovation, Tribal DDB).


Here are some insights offered by our guest mentors:

  • The Press Is Not Your Audience: When developing your product, focus on building an audience with your consumer base first, and only after then the press. Journalists will not write about you if you don’t have existing traction within a market.
  • Choose the Right Platforms: Not all social media platforms are the best use of your time and resources. When developing your online strategy, consider what social media tools will be the most efficient and effective way to reach your audience. Are there too many layers between you and your market? Is your identified target market residing on the platform at all?
  • Avoid Corners: When presenting yourself to a creative or media agency, don’t describe yourself and your capabilities too rigidly. This will only result in you painting yourself into a corner. Agencies will have a too defined perception of you, resulting in them thinking you are only useful for a certain type of task. This closes you off from other potential opportunities.
  • Don’t Forget THEIR Needs (THE CLIENTS): Creative and media agencies are the gatekeepers to a world of brands and partnership opportunities. If you want them to introduce you to their clients, demonstrate how you will bring them value. How will you assist the agencies in meeting their goals? How will you help the brands engage with their audience?


Wish your company or project had access to the same opportunities as ideaBOOST companies? Well, you’re in luck. In the next few weeks, we will be opening up applications for participation in the 4th cohort of ideaBOOST. Stay tuned as we release more details in the near future. In the meantime, visit us at www.ideaboost.ca.






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