Agency Newsletters

incorporating the copy into our invitations). We have yet to see one that doesn't ask for less-than-relevant or redundant agency information (particularly when the client discovers much of the agency data in our database is just such information), or for privileged information that would shock you (the client) if the agency were to ask the questions of you.

The RFP is a holdover from times past, and was developed specifically to help clients separate and distinguish one agency from another when research and "find" resources were limited to Yellow-Page listings or referrals from media reps or well-intending business colleagues.

We know from conducting more than 5,000 agency searches that in your mind, you're hoping each agency will propose and "price" in such a way that you can hold an apples- and-apples contrast and comparison. Unfortunately, we have yet to see anything that comes close.

Here's what we do suggest, and it works. For final presentations, most clients want three presenters. We discourage spec creative, but do encourage broad strategic presentations with limited tactical components. We suggest you advise each agency in advance, that on that day of presentation and at the conclusion, you also want to receive an invoice

for the presentation itself - with detail reflecting what the presentation would have cost you (the client) had the agency already been on-board. When you then integrate that information into your final evaluations, the "invoice" really helps break any ties.

We hope this client and agency information has been helpful. If you need assistance or wish to discuss the steps for an agency review, feel free to call.

Sincerely,
 
Charles G. Meyst, Chairman/CEO
 
Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060 USA
804-346-1812