Problem
Agency contacts are stored without client names, making it difficult to tailor an agency pitch to the campaigns they actually manage.
Solution
Root Cause / Diagnostic:
Storing media agency contacts in isolation without recording their specific client accounts results in generic pitches that fail to match the agency team's active assignments. Agency media buyers manage discrete brand portfolios and will ignore pitches that do not target their designated accounts.
Actionable Fix:
1. Structure CRM records with a parent-child relationship linking the agency entity to specific client brand accounts and assigned campaign managers.
2. Update agency records quarterly by tracking public case studies, agency social media announcements, and industry trade news.
3. Draft agency-specific outreach highlighting creative concepts tailored to one of their active client brands while demonstrating platform expertise.
Pro Tip:
Pitching an agency planner with a concept tailored to one of their specific client accounts establishes immediate credibility and encourages them to consider you across other accounts they manage.
Storing media agency contacts in isolation without recording their specific client accounts results in generic pitches that fail to match the agency team's active assignments. Agency media buyers manage discrete brand portfolios and will ignore pitches that do not target their designated accounts.
Actionable Fix:
1. Structure CRM records with a parent-child relationship linking the agency entity to specific client brand accounts and assigned campaign managers.
2. Update agency records quarterly by tracking public case studies, agency social media announcements, and industry trade news.
3. Draft agency-specific outreach highlighting creative concepts tailored to one of their active client brands while demonstrating platform expertise.
Pro Tip:
Pitching an agency planner with a concept tailored to one of their specific client accounts establishes immediate credibility and encourages them to consider you across other accounts they manage.