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Selecting an Ad Agency
10/16/2008 - By Jay Conrad Levinson Jay Conrad Levinson
Guerrilla Advertising
The agency must demonstrate that it knows there are many other marketing weapons and that it is capable of using or directing the use of all the appropriate ones in your potential marketing arsenal.
# 2. Ascertain that your account will be considered important, special and deserving of the agency's top talent. Be sure that you meet and talk to the people who will actually be doing your advertising creative, media, research, anything. See what else the creative people have created. Ask to see the results of other ad campaigns. Avoid agency figureheads and get to know the troops who will be serving on your front line. Is the chemistry right?
# 3. Be sure that the agency understands your company's objectives and considers them reasonable. This understanding will be reflected in their writing of your advertising strategy. If it's missing, go elsewhere.
# 4. Check to see that the people who will be working on your account have the right credentials, experience, and attitude. If they haven't worked on a business just like yours, don't worry. Just make sure that they understand the critical relationship between profitability and creativity. "Creative is great but it has to earn you profits!"
# 5. Be positive that the people has a knowledge of your business, an interest in your business, and a knowledge of the competitive situation. If they've done their homework by the time they present to you, they'll have these things. If not, you aren't interested.
# 6. The best advertising agencies have grown from the growth of their clients and those clients' ever-increasing marketing investments. That is a better benchmark than growth coming from new clients. Such agencies are hard to find. But the search will be worth your time.
Jay Conrad Levinson
Guerrilla Advertising
