This is a collection for resources from the Advertising Industry. We will be adding to it over time.
Finding the Right Partner Highlights:
Suggestions for client marketers include:
#1--Assess whether a new agency is really needed
#2--Set Clear Objectives--agree on requirements, review the goals at each review stage
#3--Be Transparent--include budget and important marketing and business requirements in the RFI
#4--Narrow the list--no more than three finalists
#5--Agencies own all rights to their work unless explicitly (and fairly) compensated...Clients requiring ownership of work is "a bad practice"
#7--Provide prompt feedback to non-winners
*"Culture matters: One of the most striking aspects of the Guidelines for Agency Search is the heavy emphasis placed on cultural compatibility.
"Cultural conflicts will almost certainly sabotage an advertiser-agency relationship, regardless of how well an agency’s core competencies and administrative processes
match an advertiser’s needs,” the guidelines warn.“The importance of cultural alignment cannot be overstated.”
To determine a culture fit, the guidelines recommend that marketers spend time in the offices of the top candidate agencies to get a sense of their values, work style, and personality.
“If a marketer is process oriented, highly regimented, and likes to minimize risk and they hire an agency that has to break the rules to get through the clutter, how do you think that relationship
is going to go?”