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Into Thin Ice
Tuesday, December 14, 2010 at 5:18PM These are no ordinary times. There is no “aha” moment when marketers realize “we need a new agency”.
It is more like a “aha” transformation. It starts with the realization that the agency is losing the passion for your business. You are not as important to them as you once were. You are not getting the smart ideas that are needed to drive sales.
Selecting an ad agency requires an unbelievable amount of knowledge about agencies. Knowledge about their strengths and weaknesses, their vision, and their standards. Chances are, when it comes to managing a review, sales, research, and procurement just aren’t going to cut it. Neither will a CMO who does a search every ten years. Instead, smart marketers hire an expert.
Agency selection is one of the most important decisions a company makes. For many companies, advertising is among the top indirect expenses. At a time of a New Normal, there is increased pressure on marketers to make the right decision. Partnering successfully with the right agency is more critical than ever. Engaging an experienced agency search consultant to assist in the agency search allows for an inside perspective of the agencies, their capabilities, and resources. Trying to climb the review Everest by yourself is unlikely. Better engage an experienced Sherpa.
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