Steps for Selecting An Advertising Agency

Steps for selecting an advertising agency have been well defined by the American Association of Advertising Agencies.  Specifically:

• Preparation
  • Hire a pitch consultant vs. having the time to do your homework
  • Prepare a brief containing business goals and objectives
    • What are your needs
    • What are the approval processes and measurement
    • What are planned expenditures and scope of work
    • Length of engagement
    • Compensation parameters
• Screening the long list
  • Introductory calls or meetings to verify interest
  • Get agencies excited to invest their time in your business
• Capabilities Review
  • Case Studies
  • Staff
  • Chemistry Review
• Work assignment (Optional)
  • Pay for it
• Contract/Compensation
  • Scope of work
  • Pricing
  • Staffing (by department, by billing rates)
  • How the Agreement will end
  • Fixed Fee vs. Commission
  • Markup policies (creative production)
  • Out of Pocket expense policies (eg; travel)
• Award Assignment
  • Launch Event to Inspire the extended team
  • Team Meeting to Define mutual expectations
    • Types of Interactions and Frequency
      • Phone vs. In person
    • Documentation
      • Call Reports
      • Meeting Reports
    • Joint Expectations of Each Other
    • Creative Taste
    • Rough Timeline
    • Measurement - what is success
  • Team Meeting to review 1st Project

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