Client Newsletters

Client Search News - March 23, 2004

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:
 
1. Are Advertising Agencies (Even PR Firms)
    All Alike?
2. A Good Example of a Bad Example
3. New Business - A Literal Frenzy
4. An Auto Racing Opportunity

ARE ADVERTISING AGENCIES (EVEN PR FIRMS) ALL ALIKE?

Clients tell us agencies work too hard to be different when in fact they're not and shouldn't be. Our agency essay section will attest to that. Many agencies introduce themselves to explain that they're NOT like all the others, and then proceed to use the same (almost identical) language to describe themselves.

In general, most agencies are different only by their physical locations; their personalities (chemistry);

Consider dentists. If you're looking for one, you expect them all to:

1. Be educated and properly trained
2. Be licensed and accredited
3. Do great painless work
4. Offer competitive rates & take insurance
5. Enroll in continuing education programs

If you heard anything much to the contrary (like "we don't think a license is necessary"), that wouldn't be welcome news. Beyond the "givens", how would you select one?

1. Location, location, location
2. Personality
3. Pleasant breath

For most clients (except those with rather significant budgets), location (as in reasonably close and/or convenient) IS an issue. Once equally qualified agencies are selected and invited, it is ultimately creative (style/strategy) and personality (chemistry) that makes the difference and wins the account.