Improving the Agency Selection Process

1,771 views

Published on

Peter Weiss and Bruce Mowery share thoughts on how both Agencies and their Clients can improve the Agency selection process. In attendance were 10 agencies belonging to the 4A (American Association of Advertising Agencies).

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,771
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
31
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Improving the Agency Selection Process

  1. 1. How Companies and Agencies Can Improve the Digital Agency Search Process November 6, 2009
  2. 2. <ul><li>Introduction </li></ul><ul><li>What Can Agencies -- and Clients -- Do Better? </li></ul><ul><ul><li>The Search for Meaning </li></ul></ul><ul><ul><li>Profiles for Success </li></ul></ul><ul><ul><li>Make the Right Pitch </li></ul></ul><ul><ul><li>Developing an Emotional Bias </li></ul></ul><ul><ul><li>Can You Hear Me Now? </li></ul></ul><ul><ul><li>Winning Habits </li></ul></ul><ul><li>Lasting Observations </li></ul>
  3. 3. The Search for Meaning
  4. 4. The Client <ul><li>Too many agencies. Too little time. </li></ul><ul><li>Know thyself. </li></ul><ul><li>Make a list and check it twice. </li></ul><ul><li>Ask the experts. </li></ul>
  5. 5. The Agency <ul><li>First off all, get invited. </li></ul><ul><li>Before you dive, check the pool. </li></ul><ul><li>RSVP all the time. </li></ul><ul><li>Thanks-- but no thanks. </li></ul>
  6. 6. Profiles for Success
  7. 7. The Client <ul><li>Generic RFIs and RFPs beget -- generic creative solutions. </li></ul><ul><li>Design for the present -- and the future. </li></ul><ul><li>Tailor the plan to your brand requirements, your organization -- and your culture. </li></ul><ul><li>Read, remember and question . . . </li></ul>
  8. 8. The Agency <ul><li>Just answer the questions. </li></ul><ul><li>We’ve done this before…..We can do it again. </li></ul><ul><li>There is just so much to say. So, I will. </li></ul>
  9. 9. Make the Right Pitch
  10. 10. The Client <ul><li>Incent good performance. </li></ul><ul><li>Find the right agency balance -- team, innovation, analytics, initiative, brand understanding, creative, etc. </li></ul><ul><li>An educated evaluation. </li></ul>
  11. 11. The Agency <ul><li>Just can’t get enough. </li></ul><ul><li>Shooting the right stars. </li></ul><ul><li>Spend like it’s the client’s money. </li></ul><ul><li>Consider the medium. And the message. </li></ul>
  12. 12. Developing an Emotional Bias
  13. 13. The Client <ul><li>Talk amongst yourselves. </li></ul><ul><li>Demonstrate respect. </li></ul><ul><li>Interact openly, honestly and informally. </li></ul>
  14. 14. The Agency <ul><li>Show the love. We like each other. </li></ul><ul><li>Did you hear the one about the agency that…… </li></ul><ul><li>You talking to me? </li></ul><ul><li>Engage, don’t preach. </li></ul>
  15. 15. Can You Hear Me Now?
  16. 16. The Client <ul><li>Create communications’ channels and opportunities to speak person-to-person. </li></ul><ul><li>Make time for agency time. </li></ul><ul><li>Ensure access to decision-makers. </li></ul><ul><li>Maintain an open environment . </li></ul>
  17. 17. The Agency <ul><li>Judge others by their questions rather than their answers (Voltaire) </li></ul><ul><li>One who asks a question is a fool for five minutes; one who does not ask a question is a fool forever (Chinese proverb) </li></ul><ul><li>Can I buy you a cup of coffee? </li></ul><ul><li>Keep track of correspondence like $100 bills. </li></ul>
  18. 18. Winning Habits
  19. 19. The Client <ul><li>Have a decision-making process in place. Be timely. </li></ul><ul><li>Every vote isn’t equal but all count. </li></ul><ul><li>Professionally inform the also-rans. Celebrate the winner! </li></ul>
  20. 20. The Agency <ul><li>What the hell just happened? </li></ul><ul><li>Learn what you did so well. </li></ul><ul><li>Learn what you did not. </li></ul>
  21. 21. Lasting Agency Observations
  22. 22. Lasting Agency Observations <ul><li>Embrace new ways of thinking/doing: </li></ul><ul><ul><li>Social media as both a client information and a marketing tool </li></ul></ul><ul><li>Initiate ideas throughout the process to pre-tune your pitch. </li></ul><ul><li>Ask questions -- and ask again. </li></ul><ul><li>It’s about the client -- duh. </li></ul><ul><li>Make the agency brand team the stars in the client’s constellation. </li></ul><ul><li>Relax. Have a sense of humor. Show respect. Find a new friend in the client. </li></ul>
  23. 23. Questions?

×