Agency Selection


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Agency Selection

  1. 1. Proven Agency Search And Selection Process Avi Dan [email_address]
  2. 2. What We Do: Agency Search <ul><li>Creative Agencies </li></ul><ul><li>Media Agencies </li></ul><ul><li>Digital Agencies </li></ul><ul><li>PR Firms </li></ul><ul><li>Multi-Cultural Agencies </li></ul><ul><li>SEO Agencies </li></ul><ul><li>Design Firms </li></ul><ul><li>Promotion Agencies </li></ul><ul><li>Product Placement Firms </li></ul><ul><li>Social Media Agencies </li></ul>
  3. 3. Other Services <ul><li>Agency Roster Optimization </li></ul><ul><li>Agency Performance Benchmarking And Audit </li></ul><ul><li>Channel Integration Consulting </li></ul><ul><li>Client-Agency Relationships Management </li></ul><ul><li>Marketing Procurement </li></ul>
  4. 4. Bespoke Approach To Agency Search <ul><li>Situation And Needs Analysis </li></ul><ul><li>Knowledge-Based  RFP Process </li></ul><ul><li>S.M.A.R.T Scoring System: Strategy.Team.Ambition.ROI.Technology </li></ul>
  5. 5. Agency Selection Funnel <ul><li>Phase 1: Discovery </li></ul><ul><li>Phase 2: Qualifying </li></ul><ul><li>Phase 3: Selection </li></ul><ul><li>Compensation </li></ul><ul><li>Contract </li></ul><ul><li>On-Boarding </li></ul><ul><li>Engagement </li></ul>
  6. 6. 1. Discovery Phase <ul><li>Meet With Point Person To Establish Search Protocol </li></ul><ul><li>Form Selection Committee </li></ul><ul><li>Conduct Audit Of Needs </li></ul><ul><li>Draft Search And Selection Objectives And Criteria </li></ul><ul><li>Draft Agency Scoring Protocol </li></ul>
  7. 7. 2. Qualifying Phase <ul><li>Approach Agencies To Assess Interest In Participating </li></ul><ul><li>Issue NDA’s And RFP’s To Approved Agencies </li></ul><ul><li>Selection Committee Reviews RFP’s And Issues Invitations To Semi-Finalists </li></ul><ul><li>Semi-Finalists Present Credentials In Person </li></ul>
  8. 8. 3. Selection Phase <ul><li>Selection Committee Narrows Agency List To Finalists </li></ul><ul><li>Assignment Brief Is Prepared </li></ul><ul><li>Strategic And Creative Work Sessions To Allow Client To Assess Chemistry With Agency </li></ul><ul><li>Review Of Compensation Proposals </li></ul><ul><li>Finalists Present And A Winner Is Selected </li></ul><ul><li>Contract </li></ul><ul><li>On-Boarding Plan </li></ul>
  9. 9. Timing <ul><li>Phase 1: 2-3 Weeks </li></ul><ul><li>Phase 2: 3-4 </li></ul><ul><li>Phase 3: 6* (Including Contract) </li></ul>*Contract Agreement May Take Longer. A Letter Of Intent May Substitute In The Short-Term
  10. 10. 10 Most Important Rules: How To Select An Agency <ul><li>Don’t Hire An Agency, Hire An Agency Culture </li></ul><ul><li>Talent Rules - Get The measure Of The People That Will Work On The Business </li></ul><ul><li>Set Expectations </li></ul><ul><li>Decide Who Are The Deciders </li></ul><ul><li>Avoid Inviting A Cast Of Thousand </li></ul>
  11. 11. How To (Cont.) <ul><li>Use The RFP To Collect Knowledge, Not Data </li></ul><ul><li>Don’t Restrict Your Search By Size Or Geography </li></ul><ul><li>Don’t Choose By Price Alone </li></ul><ul><li>Hire An Agency Based On Its Future, Not Its Past </li></ul><ul><li>Don’t Change Agencies Just For The Sake Of Changing Agencies </li></ul>
  12. 12. Post-Selection <ul><li>Our Role Does Not End With The Agency Selection. We Stay With You Even After The Selection Is Made, Making Sure That The New Partnership Is Functioning Well </li></ul><ul><li>On-Boarding Is A Critical Phase, Requiring Both Side To Establish A Contract Of Behavior And Expectations </li></ul>
  13. 13. Compensation <ul><li>Fee Agreement Should Guarantee The Agency Fair Profit Margins To Remain Competitive, Hire The Best Talent, And Train It Properly </li></ul><ul><li>At The Same Time, Agencies Should Assume Some Of The Risk That Clients Do, And Have “Skin In The Game” </li></ul><ul><li>60-70% Of The Agency’s Profit Should Be Performance Based, Using Performance Metrics And Demonstrable Efficiency Improvement KPIs. </li></ul>
  14. 14. Our Pledge <ul><li>We Do Not Charge Agencies To Be Included In A Search </li></ul><ul><li>Our Goal Is To Save Our Clients And Agencies Time And Money By Keeping The Review Focused </li></ul><ul><li>We Believe That Agencies Should Be Treated Respectfully And Professionally </li></ul>
  15. 15. Avi Dan [email_address]