Case Study: Project Management

Situation: As Business Development Supervisor for FKM, one of the largest independent advertising agencies in the Southwest, I was responsible for leading the process when the agency was chosen for an advertising review. In the first round, agencies are given a Request for Proposal (RFP) in which a consultant asks questions to help evaluate whether the agency possesses the strategic thinking and capabilities needed to satisfy the client’s marketing objectives. A series of chemistry checks and presentations follow. In January 2009, FKM was invited to participate in a review to be Mattress Firm’s Agency of Record. With annual sales of over $400 million, and 530 locations in 22 states, Mattress Firm is the second-largest independent retailer in the country.

Task: Typically an RFP will include two to three pages of questions asking about the agency’s philosophy, background and capabilities. Additionally, they’ll want to see two to three case studies providing examples of successful brand campaigns. This particular RFP wanted to know everything short of what color underwear we had on. In addition to capabilities and written case studies, they wanted specialized areas of expertise, video case studies, numerous creative samples and a detailed explanation of the problem, strategy and results for each. It was an extensive project, to say the least. As the project manager for new business, my job, simply, was to ensure that everything was completed by the deadline.

Action: Given the short deadline, I led the process quickly, organizing meetings with the leadership team, media department, creative directors and department heads for our specialty groups like public relations, mobile marketing and lead generation. With a “divide and conquer” approach, we were able to answer their questions thoughtfully and completely, eventually delivering to Mattress Firm a comprehensive document that came in at just under fifty pages. I was also responsible for compiling and art directing the final proposal.

And while the RFP process was exhausting, it was only the beginning, as we advanced to the second round and, ultimately, the final round, both of which I managed as well. Over the subsequent months, we presented several creative campaigns. As a key cog in the process, I was asked to participate in the final pitch alongside our Founder/Co-Chairman, CEO, Chief Operating Officer, President, Chief Planning Officer, Media Director and Group Creative Director. We ended our final presentation with a slide that said, simply, “we want to get into bed with Mattress Firm.”

Result: We were awarded the business in April, 2009. One of the traits the agency leadership relied on was my ability to stay calm under pressure. I’m able to convey urgency without also conveying panic. I subscribe to the “we’re in this together” philosophy. It may seem idealistic or naïve, but I have firsthand experience proving that you can operate this way and still win a $40 million piece of business.