Re: ONLINE-ADS>> How to Approach an Agency

Ray Taylor (taylor_at_bizbiz.com)
Thu, 12 Feb 1998 11:46:34 +0000

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Paul Lewis <lewisp_at_prodigy.net> wrote:

> While I've been in the business forever, I've never cold-pitched an
> agency for online ad business. What is the process to efficiently get
> in front of the right people to make the sale? Should I be targeting >
>the media planner, media buyer or someone else?

The "right person" varies agency by agency but in most cases it doesn't
matter too much who you approach, you will not normally get very far.

I don't know about anywhere else, but with London agencies, the best
person is the one you have already spoken to and had lunch with, and who
will remember who you are when you contact them again.

Cold-pitch an agency? I wouldn't.

The best approach, in my view, would be to hire a media sales person
with a contact book. In addition, I would run a big diplay ad campaign
in one of the media publications (yes, print). This will help to
"soften-up" your targets.

Ray Taylor
London

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