How can we explain the unexpected 25% decline in new business pitches won by Dentsu's creative agency division compared to last year?

Introduction

The unexpected 25% decline in new business pitches won by Dentsu's creative agency division compared to last year is a significant issue that requires thorough analysis. To address this problem, I'll employ a systematic approach to identify, validate, and address the root cause while considering both immediate and long-term implications for Dentsu's creative agency division.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonal factors at play. Has there been any change in the typical seasonality of pitch wins compared to previous years?

Why it matters: Seasonal patterns could explain the decline and help us focus on the right areas. Expected answer: No significant change in seasonality. Impact on approach: If seasonality has changed, we'd need to investigate industry-wide shifts.

• Considering the metric itself, I'm wondering about the definition of "new business pitches won." Has there been any change in how this metric is calculated or tracked compared to last year?

Why it matters: Ensures we're comparing apples to apples and not dealing with a data anomaly. Expected answer: No changes in metric definition or tracking. Impact on approach: If there have been changes, we'd need to recalculate using consistent methodology.

• Thinking about recent organizational changes, have there been any significant shifts in the creative agency division's structure, leadership, or key personnel in the past year?

Why it matters: Internal changes could impact pitch performance and team dynamics. Expected answer: Some turnover in creative leadership roles. Impact on approach: We'd need to investigate the impact of personnel changes on pitch quality and client relationships.

• Considering market dynamics, has there been any notable shift in the types of clients or projects the agency has been pitching for compared to last year?

Why it matters: Changes in target market or project scope could affect win rates. Expected answer: Slight shift towards more digital-focused projects. Impact on approach: We'd need to assess the agency's capabilities and positioning in relation to evolving client needs.