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How To Choose An Ad Agency

How To Choose An Ad Agency . Spring BA 495 Laura Lenker Miranda Zimmerli Nawat Vongwattanakit Chanakarn Laotrummanon. Fully Understand your Company. Understand your brand Critically analyze your own internal structure and strategies Document likes and dislikes of current partners

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How To Choose An Ad Agency

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  1. How To Choose An Ad Agency Spring BA 495 Laura Lenker Miranda Zimmerli Nawat Vongwattanakit Chanakarn Laotrummanon

  2. Fully Understand your Company • Understand your brand • Critically analyze your own internal structure and strategies • Document likes and dislikes of current partners • Look to an external company to provide you with an objective view of your situation

  3. Know Your Goals • Identify if there is a need for change • Clearly define the specific areas that need improvement • Decide what size of client you want to be • Understand the role that agencies need to play in your mix • Have a clear understanding of where you want to take your brand

  4. Be Knowledgeable and Prepared • Research alternatives • Decide which agencies are doing well • Look at agencies your competitors use • Establish your internal pitch team • Talk to your current agencies • Advise internal and external stakeholders of your plan

  5. Initial Agency Interviews • Arrive 30 minutes early to review the situation • Ask to look around the agency • Be prepared to follow their script • Ask hard questions • Be clear on the role of each of your team members

  6. Initial Agency Interviews Cont. • Align the questioning around key people • Don’t be afraid to ask questions if you are unclear • Do your scorecard immediately after the session • After all the initial interviews, collate, debate and make a decision on a shortened list

  7. Follow Up Interviews • Delve more deeply into key areas of concern • Allow plenty of time for questions • Ensure your meetings with people • Ask for client references and follow up on them • Ask for more information • Delve into the financial and resource models

  8. Decision Making Time • Review process and timings • Be clear on parameters • View credentials and gain an understanding of how each agency works • Pick three agencies to develop a full strategic/creative pitch • Decide on the preferred agency • Ensure contracts are signed

  9. Additional Considerations • Cast the net wide • Expect the unexpected • Provide each agency with sufficient and equal access to your marketing team • Cultural fit • Decide how good the underlying strategic thinking is

  10. Finally, Ask Yourself… • Can I work with this team? • Are they strategically smart? • Do they get my realities? • Are they creatively great? • Do they think beyond ads? • Is my business vital to them?

  11. Sources How to choose an ad agency. Medcalf, Graham. NZ Marketing Magazine. May2006. Vol. 25. Issue 4. Database: Business Source Premier

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