16 Dec 2024
An intermediary through and through, Rebecca Nunneley has spent her entire working career as a consultant, and says this sole focus gives her a unique approach to agency search and selection processes.
With a background in biology, Rebecca is another unlikely marketer who has turned their scientific learnings into industry understanding. Although she pursued a degree in science, she says her true passion lay elsewhere. Whilst others were engrossed in laboratory work, Rebecca describes herself as "the distracted student always reading advertising magazines”.
Creativity is intrinsic to Rebecca's personality. She writes music and is continually inspired by creative individuals. However, she was initially uncertain about how to turn her creative passions into a viable career. A chance encounter with a consultant led to her first job, solidifying her focus on working in the search and selection space.
Rebecca’s journey has seen her blending creativity with commerciality. The idea of working in an environment where creative thinking is encouraged and where passionate, like-minded individuals could surround her, is what drew Rebecca into the marketing industry.
Rebecca says one of the biggest privileges in her role as Creative Lead Consultant at AAR is the opportunity to observe agencies performing at their best. She says, “It’s like magic being able to be in the room where it happened, when agencies are presenting ideas to a client and everyone knows it is going to be game-changing for the brand”. She relishes giving brands an insight into the superpowers of agencies, saying “my job is not about needing to know the answer to everything, but is about introducing my clients to smart people - agencies - I know who can answer their challenges”.
However, she emphasises that selection processes are rarely linear; unexpected curveballs are part of the game. Managing these while maintaining the integrity and respect of both the client and of pitching agencies is a continual challenge.
“I really believe that in any selection process my ‘clients’ are both the brand and the agency, and it’s my responsibility to do the right thing by both parties. A lot of the time this means saying no.”
Looking ahead, Rebecca believes it’s getting harder than ever for brands to identify the right agency partner without support. As agencies have expanded their services beyond their original core skills, there are greater numbers of agencies claiming expertise in more areas of marcomms. Rebecca says, “our role as consultants is to help clients very quickly identify the handful of agencies that are right for that client - this means agencies for whom the skills a brand requires is their superpower”.
When it comes to winning at pitching, Rebecca's advice is straightforward: people buy people. She advises that agencies should invest time and energy ensuring that there is strong chemistry amongst their own agency team, as this is as important (or even more important) than building chemistry with the client. In her experience, clients can always tell which agency teams genuinely enjoy working together and that energy is infectious for clients.
For those entering the industry, Rebecca stresses the importance of listening—truly listening—to those around you (whether that be clients or colleagues), acknowledging and acting on feedback, and being curious. The strongest agency teams, in Rebecca's view, are those where everyone feels able to discuss and debate the strategy and creative work, no matter what their role. Spending time to understand what every team does will allow one to communicate more eloquently and effectively about the work, and will give newbie’s the confidence to give their point of view and add real value.
Rebecca's ideal client is one who understands and respects agencies. Mutual respect between a client and an agency lays the foundation for a successful partnership.
When it comes to working with AAR, Rebecca highlights the diverse set of minds that come together to provide unique perspectives. Each team member’s different background and experience contributes to a balance of chemistry that sets AAR apart from others in the industry. Rebecca’s unique position, having always been an intermediary, allows her to approach situations without the unconscious biases that might come from a long career in either agency or brand environments.
Rebecca hopes her practice will be known for being a truly neutral mediator and champion for the industry. Her goal is to build a sustainable future for pitching that gives clients the reassurance and confidence they need to select an agency partner, whilst being respectful of agencies and protecting them from the growing cost of pitching. She is a strong advocate for initiatives like the Pitch Positive Pledge, which reflects her commitment to fairness and innovation.
Ultimately, Rebecca says her biggest driver is a commitment to doing the right thing. Integrity, a love for the culture and industry, and a desire to enable agencies to do their best work are at the centre of her motivation. She understands that agencies are clients too, and her passion lies in supporting them to achieve excellence.
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