When second place doesn't count
Article Abstract:
Advertising agencies need to get every part of the pitch process right the first time to win an account. Experience shows that winning agencies are appointed because of four major reasons. These are demonstrating clearly the right solution, establishing 'chemistry' with the prospect, understanding the prospect's business and building rapport with the prospect. Ensuring that all these areas are covered, will make team members of the agency confident, persuasive and clear during the pitch process.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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VW shifts media to V&B Arnold
Article Abstract:
Volkswagen of America Inc has transferred its approximately C$25-million media buying account to Vickers and Benson Arnold (V and B Arnold) of Toronto, Ontario. The move was precipitated by the acquisition of Toronto- based Genesis Media, the holder of the account since 1995, by an unnamed international communications firm in early 2000. V and B Arnold is an affiliate of Boston, MA-based Arnold Worldwide Partners, a unit of Havas Advertising of Paris, France.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
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Four Seasons books Mullen
Article Abstract:
Four Seasons Hotels and Resorts, based in Toronto, Canada, has chosen Boston, MA-based Mullen Communications for its worldwide creative advertising account. Mullen was selected over three other agencies to handle Four Season's global expansion plan. At present, the hotel and resort chain owns 47 properties in 19 countries. Although no budget was mentioned for the account, Four Seasons is expected to spend about $131,000 on media advertising.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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