A succinct, step–by–step “how to” for finding the right agency. The issue many companies face with this critical decision is not having the required resources in–house. Even those with experience may lack the time that it takes. I recently completed 2 successful searches for a new pet care products brand and want to share my systematic and effective approach that can be completed in as little as 6 weeks.

1. Freelance Marketing
Brand Strategy | Insights | Innovation
Finding Your Next Creative Partner | 5 Not So Easy Steps
Ali | Buchanan
A senior marketing executive and consultant who possesses a deep
understanding of the consumer and has provided brand strategy, launch
leadership and insights analysis to some of the best known consumer brands
in America for over 20 years.
Finding Your Next Creative Partner | 5 Not So Easy Steps provides a succinct,
step–by–step “how to” for finding the right agency. The issue many
companies face with this critical decision is not having the required resources
in–house. Even those with experience may lack the time that it takes. I
recently completed 2 successful searches for a new pet care products brand
and want to share my systematic and effective approach that can be
completed in as little as 6 weeks.
alibucco@gmail.com | 269.849.5183 | 510.879.7213

2. What do I need?
If you answered you want an
agency with prior or existing
experience in your industry,
then you’ve effectively
narrowed it to some 25,000
creative agencies.
Finding Your Next Creative Partner | 5 Not So Easy Steps
Step | 1
“We need a better system for handling these leads.
A bigger box perhaps?”
Fine tune your search by identifying other attributes that you deem
important. They could be things like agency size or location, type of
remuneration, prior experience marketing to your target customer,
media channel expertise, reputation or awards. Then you can start to
compile a more manageable number of agencies to evaluate.
alibucco@gmail.com | 269.849.5183 | 510.879.7213

3. Finding qualified candidates
Using your attributes criteria, identify
agencies that meet your requirements.
Start by doing a search, asking your
trusted colleagues for recommendations,
and viewing websites. Your objective is
Finding Your Next Creative Partner | 5 Not So Easy Steps
Step | 2
“You gotta help me stop looking up stuff I
don’t’ actually care about.”
to narrow your search to 8 to 12 agencies that fully meet your needs.
It is not about creative yet.
Request a capabilities presentation at the agency. This is preferable to
your office as it’s the best way to understand their full capabilities,
experience, ability to think strategically, and evaluate their creative
work. Seeing their offices and meeting the team will reveal the
agency’s personality and culture. It’s also the time to share your
needs, including your budget, and assess the agency’s interest.

4. Invitation to Present
Invite 2 to 3 finalists to present
a plan and creative execution
with budget, time frame and
goals. Draft a concise, detailed
brief that clearly articulates
your expectations, timeline,
Finding Your Next Creative Partner | 5 Not So Easy Steps
Step | 3
and any compensation. It should include an overview of your
organization, products, relevant insights as well as the metrics you
will use to measure campaign success.
Your objective is to get a winning creative idea. After the initial Q&A,
make yourself available to answer additional questions. You will also
discover how well you work together.
GUESSING
WHAT THE
CLIENT
WANTS IS
PART OF THE
CREATIVE
PROCESS
WHAT BRIEF?
YOU SENT A
ONE-PAGE
LINE
TEXT…FROM
A BAR
THAT’SWHY
ITS
CALLED A
“BRIEF”
I’M AFRAID THIS
CREATIVE DOESN’T
MEET THE BRIEF
WHY EVEN
BOTHER
SENDING
THE BRIEF?
SO THAT WE CAN BLAME YOU
WHEN YOU DON’T MEET IT
alibucco@gmail.com | 269.849.5183 | 510.879.7213

5. The creative presentation
Set presentation dates at your offices
during the same week if possible.
Each agency will tell you how much
time they need and how many plan to
attend. Presentations should focus on
solely on the assignment — you’ve
already determined they have the
capabilities you need.
Finding Your Next Creative Partner | 5 Not So Easy Steps
Step | 4
After each presentation your key stakeholders should discuss their
initial reaction to the presentation and again after all presentations.
You may find it easy to eliminate one, but choosing between 2
compelling ideas may be difficult.
“I suppose if we were really meant for one another, you
wouldn’t have gotten married to Robert this morning.”
alibucco@gmail.com | 269.849.5183 | 510.879.7213

6. The decision
Apples-to-apples comparisons don’t apply
here making it challenging to decide
between 2 top contenders. Make time for
your team to reflect. Call the references they
provided. You will find the agencies differ
in their process, perceived responsiveness
and culture. Proposed budget, media plan,
planned R/F or channel weight will also
differ but most likely not enough to make
the decision easier.
Finding Your Next Creative Partner | 5 Not So Easy Steps
Step | 5
“I’ve never read such stupid twaddle in
all my life – I like it.”
At this point it really comes down to the creative idea. You’ve got to
choose. Follows 6 tips to help you make a decision.
alibucco@gmail.com | 269.849.5183 | 510.879.7213

7. • Is the idea presented on strategy? If it’s not send them home –
they’re not listening.
• What is your overall opinion of what you see and how you feel?
Thinking of the target, what is your first impression?
• Is the selling idea a great articulation of the strategy? Is it clear?
Compelling? Memorable? Distinctive?
• Does the execution resonate with the target customer?
• Can the core idea be extended to subsequent executions on the same
strategy? Has the agency considered the trajectory of the idea?
• Will the idea will last for a long time?
Finding Your Next Creative Partner | 5 Not So Easy Steps
6 Tips | For Evaluating Creative
alibucco@gmail.com | 269.849.5183 | 510.879.7213

8. Section I | Who are we
Company Background
• Brief history
• Culture
• Image
Brand Architecture
Brand Strategy
• Target Customer
• Positioning, image
• Personality
• RTB
Product Information
• Channel distribution
• Pricing
• SKUs
Finding Your Next Creative Partner | 5 Not So Easy Steps
Brief | Template
alibucco@gmail.com | 269.849.5183 | 510.879.7213

9. Section II | What we need from the agency
Creative presentation and strategic plan
3 Client references, for work completed in the past year
Signed NDA
Section III | What the agency needs to know
Detailed description of requirements
• Plan budget
• Plan timeframe
• Number/type of creative executions/ideas
• Specific questions we have
• Metrics we use to measure campaign performance
Detailed description of selection process and expectations
• Presentation dates
• Expenses, fees included or not
• Intellectual property ownership
Finding Your Next Creative Partner | 5 Not So Easy Steps
Brief | Template
alibucco@gmail.com | 269.849.5183 | 510.879.7213

10. Section IV | Helpful Information
Corporate goals
• Revenue growth
• Market share
• Brand awareness
Relevant consumer insights & market research findings
Product claims
• Performance test data
• Competitive advantages
Industry data
• Category growth
• Market segments
• Trends
Competition
• Market segments
• Market share
Finding Your Next Creative Partner | 5 Not So Easy Steps
Brief | Template
alibucco@gmail.com | 269.849.5183 | 510.879.7213

11. When is the right time to do a search?
• When you do not have an agency or marketing partner
• When you current agency does not meet your
expectations and does not take corrective action
• When your business has been consistently good but you
are looking to change things up
Why I should hire a search consultant?
Search consultant can save you time and money up front if
you don’t have the resources. They can:
• Help you develop your attribute list
• Provide a list of carefully defined agency candidates
• Prepare and execute requests so as not to be summarily
dismissed by the agency
• Prepare your marketing brief for the creative presentation
Finding Your Next Creative Partner | 5 Not So Easy Steps
Q | A
alibucco@gmail.com | 269.849.5183 | 510.879.7213

12. Finding Your Next Creative Partner | 5 Not So Easy Steps
Why don’t you recommend sending an RFP?
Sending an RFP to a list of agencies is labor intensive for a
relatively low response rate.
• Responses from both qualified and unqualified agencies
• Requires looking for commonalities for comparison
• Creative services and their value cannot be evaluated on a
price comparison basis
Q | A
What is a reasonable timeline?
If you have engaged a search consultant or have a qualified employee with
availability, you could accomplish your search within 6 – 8 weeks.
• Weeks 1 – 2 Create attributes list, pre-qualify, phone interviews
• Weeks 2 – 3 Capabilities presentations at agencies, finalize brief
• Weeks 3 – 6 Agency preparation
• Weeks 6 – 8 Agency presentations, decision
alibucco@gmail.com | 269.849.5183 | 510.879.7213

13. Should agencies be paid for their work?
That depends. These are times when agencies should be
compensated for their costs.
• When you want to buy the rights to all concepts, not
just the winning one
• When asked to prepare materials and incur external
costs above what is considered standard
• When you are engaging a large number of agencies to
pitch creative ideas and strategies
Finding Your Next Creative Partner | 5 Not So Easy Steps
Q | A
How much should I pay?
This is negotiable and dependent on the presentation requirements. When
payment is expected, it’s usually to reimburse out of pocket expenses. If
you are buying their intellectual property rights the commercial value is
significant.
alibucco@gmail.com | 269.849.5183 | 510.879.7213