Frequently Asked Questions (FAQs)
Some questions pop up regularly in new business meetings/presentations. Here are the most common, together with our answers.
One of your "sells" as a young agency is that clients will be working with the principals. What happens to these relationships as you expand?
Nothing. We never restructure account teams unless a client asks us. We believe continuity is very, very important. However, we invest in new people before we get new work. We then give new clients to newcomers, so building new relationships.
We are a big account. Will you be able to cope with the increase in workload?
There is no point in chasing or winning business that we can't handle. We would lose it very quickly and put existing clients, to whom we owe our first loyalty, at risk. At our previous agency we started with no clients and within three years had a client roster including the leading names in seven industries. At one stage our billings grew 200% in three months. Our retention and quality records remained the best in the industry throughout. It's about planning, it's about steadily investing in people to ensure you have spare capacity, it's about targeting and not chasing every account that moves. Sometimes it's simply about adding the right people. And yes, sometimes, it means we are very, very busy. Just like all successful businesses really.
What are the disadvantages of working with a small independent as opposed to a large juggernaut?
Well, we have a lot less people than a juggernaut. Unfortunately 99% of these extra people will never work on your account. And that's it.
How do you handle clients with multiple locations from a single London base?
Easily with modern technology. And, because we operate from one location, we schedule client visits with great care to ensure they are regular, relevant and useful. We turn the fact that we can't just pop in for coffee into a positive.
Can you handle an international advertising account?
Yes. At our previous USA-owned agency we handled the entire group's advertising outside the Americas for nine years.
You seem to specialise in certain industries. Ours isn't one of them. Is it worth us even talking to you?
Very much so. We don't specialise. Although we have great expertise in specific industries – this is a function of our existing client base and the consequent snow ball effect. With a new client, our first step is to immerse ourselves in your industry - our presentation would be about you, your industry, your issues and your competition (not about NGI). We will make ourselves experts as we once had to make ourselves experts in biopharmaceuticals and retail.
The biggest agencies offer a wide range of recruitment services under one roof. You don't. Why not?
We don't see the advantage. We have a wide range of contacts and partners and are free to recommend whoever we think is best with no bias (and we don't charge or earn referral fees). In a one-stop shop, you have to recommend or use a colleague, which clearly limits choice.
How will you cope with our tight time scales?
Just about everybody asks this. Dealing with them is what we do – and, as we have never, ever missed a deadline, don't worry! And remember, we are independent and control our own day. If we need something done, we get it done. We don't need anyone's permission to fast track work through our system.
If you have any other questions please feel free to ask.