In this regular item we catch up with one of our members...
Dario Pagani, Head of Brand at Ingenuity in London tells us what they’ve been up to over the past few months, his thoughts on finding that next vanity client and what he’d say to a senior new business target if he had 30 seconds with them in a lift.
IPM: Hi Dario, thanks for talking to us, How are things going at Ingenuity London at the moment? DP: As any avid cook will tell you, the key to a delicious dish is balance. All the different components working in harmony to create something that not only works, but delights.
That’s how I feel about Ingenuity right now. I’m lucky to work at a place where everyone is truly striving towards a unified goal – and it’s working.
For those of you who don’t know us – Ingenuity is a new business consultancy. We work with marketing agencies to help them look, feel and sound better in front of their key target audience – both from a marketing and sales point of view. Put simply, we help agencies win more clients and we help brands find new agencies.
I work exclusively with brands, helping them meet and appoint the perfect agency supplier to support their next phase of growth – we call it Agency Referrals. This year we’ve had the weird and the wonderful come through our doors. From people looking to hijack the news around Boris’s personal misdemeanours to multinational energy businesses looking to expand into new markets – there’s never a dull moment.
IPM:How is your business developing and evolving – any interesting plans for the rest of the year you can share with us?! DP: Where do I start…
In our latest development, we’ve created a strategic partnership with the IPM. We’re now providing an agency finding service via the IPM website for any brand looking to find experiential, promotional, loyalty, rewards, fulfilment and activation agencies. This is an amazing tool for CMO’s, Heads of Marketing or anyone looking to tap into the very best our industry has to offer. Check it out here: IPM Agency Referrals: Powered by Ingenuity and don’t be afraid to get in touch.
In terms of the Agency Referrals division, we’re really looking at the mechanics of the agency procurement process and how we can make it more efficient and effective – for both parties. Whether through the gamification of the chemistry stage or the Ingenuity Pitch Pack (a care package for brands sitting through a whole day of pitches inc. energising drinks and chocolate all the way to cooling facial spray), we’re doing our best to ensure our brand clients pick from the perfect pool of agencies.
This year and next, we hope to develop this thinking further with the release of a report. This document will bring together the opinions of both agencies and brands, analysing their pain points and implementing tools and tips to make the process better for everyone. That’s bloody exciting if you ask me!
IPM:What are the biggest trends you’re seeing in the Agency Referral (Intermediary) world? DP: The proliferation of ‘soft’ indicators while searching for an agency. Back in the day, a pretty website and a list of capabilities was enough to get one on a brands’ long list. Nowadays, brands want the granular detail, they not only want to know who will be working on the account, but why you choose them to work on it. They want to interrogate the agencies experience of consuming product or service in a way that’s much richer.
We ran a review at the beginning of the year for a popular baby-brand. The client, god forbid, wanted someone who was or had recently been in the market for baby products and understood the challenges of bringing up young children in 2019. This isn’t only about marketing capability, this is about culture. The client is a full time parent and therefore, wanted to find a long-term agency partner who understood the difficulties of flexitime working, snotty noses and sleepless nights.
This is what Ingenuity can provide – a backstage look at the agency world.
IPM:You find yourself in a lift with a new business target, you've got 30 seconds to make an impression on behalf of Ingenuity - what would you say and do? DP: Like any relationship – business or personal – don’t talk about yourself too much. How can I assume to help someone if I don’t know anything about their business or life – do they even want your help?
It’s natural for human beings to continually calculate what they are going to get from every interaction – I’d flip this on it’s head and ask myself “how can I provide utility to this persons life”. It’s the same way we attract and retain our agency clients – make their life as easy as possible by giving and eventually, you’ll be irreplaceable.
So, in short, I would simply say: “How’s things?”
IPM:Thanks so much for your time Dario – have a great day! DP: You too!
If you’d like to get in touch with Ingenuity London, drop them a note at email@example.com