AGENCYFINDER ARRANGES PARTNERSHIPS – (continued)

Learn about AgencyFinder’s transition from the outdated RFP to their clean, fresh Request for Dialogue (RFD) …

Take a look at the client/agency match-making process and its evolution. In the world of ad agencies and advertisers, the challenge of pairing one with the other had for years been a happenstance process. It wasn’t like that way back in the early years, but as the industry grew and advertising agencies proliferated, it was no longer the case of one-agency or few-agency cities, but one of hundred-agency cities. There were “ad agencies” of all size; some generalists and many highly specialized. Then they morphed further – into direct marketing, sales promotion, public relations,
and with the Internet - interactive, digital and social media agencies.

What had worked for years to find a partner no longer worked. Business colleagues used to ask each other for recommendations; marketing managers used to ask media reps; some turned hopelessly to the Yellow Pages; and from all that clutter the RFP (Request for Proposal) emerged.

• The RFP was meant to be a thought-provoking series of probative questions (generally there was no actual proposal request) whose answers were intended to help identify the “perfect” agency. Unfortunately, questions were often authored by those without sufficient “ad agency” experience, so the questions themselves left much to be desired.
• Worse yet, the RFP’s were widely distributed to agencies identified by the same process it was meant to replace – colleagues, media reps and Yellow Pages. When responses did arrive, the questioner was confronted with a sea of discontinuity – and the task of building some mechanism to investigate candidates on an “apples & apples” basis.

In October 1997, following seven years of US and British agency new business consulting, and more than a year of research and development, www.agencyfinder.com was launched. Working with the new worldwide Internet, AgencyFinder introduced its unique approach to the advertiser and agency pairing process.

On the face of it, with more than 28,000 ad agencies and another 20,000 public relations firms in the US alone, coupled with thousands of marketing communications agencies in the UK, finding the perfect marketing partner could be a daunting task. But the AgencyFinder process now makes it rather simple.

Our Internet service incorporates the softer off-line skills of specialist consultants and is offered without charge to qualified clients and consultants. Agency searches can be initiated from home or office with complete confidence and confidentiality.

By searching an Internet database of registered agencies (advertising, public relations and related marketing firms) using a proprietary search engine driven by algorithms that identify agencies with specific capabilities and characteristics, registered searchers are able to find and then arrange to invite only “perfect fit” candidate agencies to meet and discuss their brief. Each review is facilitated using methods that compare and contrast candidates in a proprietary manner endorsed by our Certified Agencies and leading advertisers. AgencyFinder uses timely techniques for resolving final selection-set distinctions.

AgencyFinder “invitations” aren’t RFP’s but rather RFD’s; clear, concise open descriptions of need and a Request for Dialogue – meaningful interaction and discussion by and between client and agency candidates.

The InfoCommerce Group awarded us their Model of Excellence Award, stating – “AgencyFinder is a fascinating blend of data-driven screening coupled with highly personalized assistance, placing it somewhere between a traditional buying guide and a search consulting firm. It’s a powerful combination.”

We hope you find our service precisely what you need.

Charles “Chuck” Meyst
Chairman & CEO

Advertiser – Ready to get started?

Agency – Ready to get started?