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Death By Power Point
Friday, October 8, 2010 at 12:03AM I spent the past week with a group of 30 search consultants, mostly international, meeting with about top 15 agencies in NY. The visits were part of the Adforum Summit, and were intended to give us a glimpse into the agencies. Here is a quick observations: most of the agencies presented to our group on power point. One long, tiring slide after another. A couple of the agencies, the smaller ones, were more relaxed and chatty. They won, by a mile. Agencies, hypothetically verbose, need the PP crutch. The big, multi-national agencies seemed more concerned with not making a mistake and stuck to their teleprompters. The smaller agencies came across as genuine and more friendly. This is a business that depends on personality. PP commoditizes personality.
The second impression has to do with the number of presenters. Generally speaking, the bigger the agency, the more presenters. It is as if they were trying to prove that they are big by having everybody in the conference room. Sometimes those presenters had only a line or two. Literally. Sometimes some of the agency people in the room did not even get to present. They were just sitting there, nodding and smiling. It was unnerving. It is a mystery to me why an agency, even the big ones, cannot have a meeting by putting forward 3 or 4 people. It will make for better conversation and better intimacy with clients and prospects.
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