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Business book: the ultimate resource Getting
better results from your AGENCY. Review
agency performance regularly. Verify
the original selection criteria is still valid. If
you select specialists, units make sure they work in consistent standards. If
you choose an integrated agency, you may need to compromise of quality of
some of the more special areas of activity. Selected
correct method of payment, commissions, up-front fees, combinations. Criteria
for selection of agency:. See
their advertising, recommendations, award winners, using selection consultant. Agencies
needs:. Understanding
of business, quality thinking, involvement of senior staff, evidence of sound
skills. A
powerful creative idea would be nice. Key
criteria:. Creativity,
value for money, media buying, quality of account management, attentiveness and
adaptability. Marketing strategy,
coverage of major world markets. Does
the agency take the time to understand your business, can use creativity
effectively, is a creative, designate the worked on time, the understand your
consumer, what are its objectives. Does
it keep cost within budget, is it strong on media buying, does the company work
hard. Why
relationships fail:. The
agency does not devote enough time, loss enthusiasm, conflicting accounts,
personality clashes, missed communications.
Blaming each other, misunderstanding of each other’s industries,
frequent changes in team membership, poor administration on either side. Relationship become stale. Schedule
review meetings, take action to improve performance, re-medial action, move your
account into another type of agency offering special services. Otherwise modify on the go. Consider
paying agencies by results, part up front, part results based. Switch
to creative independents. Freelance,
design consultants,. Work
with the virtual agency. Appointing
brand consultancy. This
brings together skills from a number of different disciplines including
market research, marketing consultancy, management consultancy, and
advertising. Offers
a longer term perspective, recognition integration, and closer working
relationships with the whole client brand team. Choosing
media independent:. My
optimize your purchasing power on advertising. Appointing
integrated agency:. All
campaigns are handled by the sinking. Remember
none non advertising campaigns. Common
mistakes:. Failing
to review agency performance. No
performance criteria. Remember
an objective assessment. Expecting
one to agency to do everything. End
of data. |
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