Back a couple of decades ago I wrote a memo to the president of FCB/Lever Katz, an ad agency in NYC, during a new business pitch for the consumer portion of the AT&T account, expected to be a $200 million dollar account. There had been a reorganization of AT&T and the head of the business business unit was moved to oversee consumer, a promotion of sorts. He was a marketing rock star. AT&T at the time was the clear market leader in telecommunications, but MCI was a smart, pesky and growing adversary. He business unit head was MCI’s nightmare. He was also very cagey. He would invent market-changing business “plays” for his ad agency to execute as ads by MCI, and confront his product marketing team with them to keep them on their toes.
The memo I drafted while at FCB/Leber Katz, outlined this gentleman’s modus operandi, his paranoia and his gunslinger mentality.
After the new business pitch was won by FCB/Leber Katz, it was reported that all competing agencies has come up with great ideas, taglines, cinema and media plans. FCB/Leber Katz, however, won the business, it was reported, because of a spectacular piece of music scored by a creative director (eventually recorded by Whitney Huston) and a strategic group called the “Chess Team,” a planning group whose sole responsibility was to predict future MCI, Sprint and other competitors moves.
The power of the memo.