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How to ﬁnd the perfect agency (What to consider before you go to pitch)
Why are you going to pitch? - Are you replacing an agency relationship that no longer works? Finding a new agency for new skills? Or forced to undertake a regular review? Clearly knowing why you are going to pitch, determines the process and approach and is important in achieving a successful outcome.
What are you looking for? - Once upon a time it was simple – creative and media. Maybe sales promotion and PR. But now there are specialist skills galore and the choice is growing. Determining the skills and capabilities required and prioritising these up-front is essential to ensure you get the perfect outcome in the end.
Timing is everything - Running a pitch typically takes 8 - 12 weeks. During this time TrinityP3 calculates, depending on the numbers of the stakeholders involved, the process can take between 700 to 900 working hours. Can you and your team afford that time out of your working schedule? Because you will need it to manage the process effectively.
Understanding the market - The problem is, it is very hard to get clear and objective information on agencies. All agencies seem to say they can do all of the things you need, but can they? What conflicts do they have? What skills do they really possess? Who are the key staff in the agency? What is their reputation and performance? You need to do your homework before you make your list. Or perhaps you need a consultant?
Can a pitch consultant help you? - The right one can. You need a consultant that has the resources, the depth of market knowledge and expertise across the skills and capabilities being selected. They can guide you through the process, allowing you to make more informed decisions and in the process saving you time to achieve the perfect outcome.
Selecting the right selection process - Are you wanting a single solution? A strategic relationship? A collaborative partnership? An agency to join the team? Or one to lead? Or simply a solution to a problem? There are selection processes designed to achieve each of these. There is not a one-size pitch process to fit all. Knowing the right one is important.
Make sure you get the money right - Going to the trouble of selecting a new agency, you need to make sure you get the remuneration right. Set too high, you are wasting money. Too little and the performance of the relationship will suffer. But beyond cost, you have to consider how you pay and how to incentivise the agency to get the best performance.
Planning the transition - If you select a new agency, you will also need to consider and plan their introduction into the roster. If replacing an existing agency you will need to consider and plan the transition. Embedding the new agency as quickly as possible and managing therelationship are often overlooked in the ‘honeymoon period’.
To get the process pitch perfect call Trinit