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3. Define team duties and responsibilities – how and who calls the shots.
4. Determine if you need assistance from a consultant, and for what.
5. Take measures to keep your search private and confidential.
6. Take time to carefully construct a list of your ideal agency criteria.
7. Use agencyfinder.com to identify your best-of-the-lot agencies.
8. Screen initial candidates using telephone interviews.
9. From your invited agencies, look first for serious interest, not creative samples.
10. Request relevant materials from candidates that impressed you.
11. Cut to a short list based on their submitted materials and phone interviews.
12. Hold your first face-to-face meetings – at the ad agency offices.
13. Identify finalists and then invite them to your offices.
14. Hold final meetings (presentations to and negotiations with your team).
15. Select the most qualified and compatible agency.
16. Thank those you couldn't select; then notify the press.
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The Perfect Agency
Of course what constitutes the perfect agency is different for everyone, but most clients and agencies agree that the right agency should have:
1. Relevant experience,
2. Breadth and depth of capabilities,
3. On-point strategy,
4. Proximity,
5. Creativity,
6. And Chemistry.
Final Thoughts
The search for a new agency isn't something any client should get the "hang of!" Even done properly, it's an infrequent occurrence. That's why no one in the agency community expects the client to be an expert in this area, but they do look for honesty and integrity.
Here's to a great search! |
UK & Europe 
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