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What Would Don Draper Do?

By Avi Dan
Published in

What would Don Draper, the brilliant creative director of the fictional advertising agency Sterling Cooper in the show Mad Men do if he joined the business today?

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What Matters Most When Selecting An Agency?

by Avi Dan Published in

 One of the most important decisions a CMO makes is agency selection.

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Our approach

 

Our agency reviews are customized to fit our clients'needs. We facilitate a focused and collaborative process, designed to yield ready-to-market implementation.

We start with a deep immersion into the clients needs, business strategies, and goals. 

We then develop a search brief that includes search objectives, strategies, and selection protocol.

A selection committee is formed and a search brief is approved.

Next, following due diligence and securing a signed NDA from prospect agencies, a "long list" of 8-12 candidate agencies, vetted by us for relevant credentials, experience, and cultural compatibility, and pre-approved by the selection committee, are issued RFPs.

Our RFPs are intended to solicit knowledge, not soley information, as is often the case with most RFPs.  

The selection committee reviews RFP responses, creative materials, biographies and selects 5-6 semi-finalists using our proprietary methodology and scorecard for on-site visits. The agencies are given specific areas to address in line with the search brief, and have an opportunity to bring their capabilities to life. We insist on meeting the proposed agency team, not a "pitch team."

The semi-finalists, too, are evaluated by the selection committee based using our proprietary scorecard. Those agencies which did not proceed in the first two phases (and later those who are runner-up in the finals), are briefed by us. We then help facilitate the selection of the finalists, usually no more than 3 or 4.

Next, we arrange for at least one Q&A session, sometimes multiple Q&A sessions and R&D briefings, if necessary. We then facilitate a joint work session between each agency team and the client team, in order to allow the client early input into the strategic/creative solution, and for an opportunity to assess the agency team's approach.

Concurrent with work activity we initiate a compensation dialog with the finalists, which involves requesting fee proposals.

Following final presentations, we facilitate voting and decisions through the discipline of a scorecard.