Choosing An Advertising Agency

When choosing an advertising agency to promote one's business, the savvy owner or management team will take the time to make a sound decision based upon specific criteria. Though this can be a time-consuming process, the benefit of finding a good match for the company far outweighs any inconvenience caused by the wait. Rushing the process and picking the wrong firm only wastes money and can create other difficulties. Whether selecting a traditional agency or an internet marketing firm, the company owner or marketing department team needs to be clear on the business's vision, marketing goals, and advertising needs. One way of ensuring that the members of the management team share a singular vision and have a clear understanding of company goals is to create a portfolio with pertinent information about the business. The management can come to a consensus on these issues by putting specific information in writing, such as a short history of the company, brief biographies on the principals, the mission statement and vision, and additional summaries regarding the products and services, the customer base, and essential economic data. Portions of the portfolio can be part of the background information provided to potential agencies later in the selection process.

Before choosing an advertising agency, the management team should focus on their specific marketing needs. Is the company launching a new product or trying to increase market share for a current one? Perhaps an internet marketing firm needs to be hired to increase the business's presence on the worldwide web or work toward moving its website to the top of the major search engines' rankings. By thinking about and listing specific goals, the management team is establishing a set of criteria that can used to evaluate prospective agencies. A preliminary list of possible firms can be created by talking to colleagues in similar companies or networking with business associates. Other names can be added to the list by paying attention to websites and marketing campaigns that are appealing and effective. Be aware of this caveat, however: reputable agencies most likely will not represent clients who are competitors. Time may be better spent looking at the websites and advertising campaigns for related businesses in the industry rather than the direct competition.

With a preliminary list of from ten to twenty prospective agencies in hand, the team can conduct online research to whittle down the contenders. The next step is to evaluate each firm's website. The site's design provides valuable information about how the firm presents itself to others. Is the site formal and traditional or modern and contemporary? Are the web pages skillfully and intuitively designed or does a visitor need to click through several pages before finding relevant information? Is there a cohesiveness to the website or does it appear disjointed and unwieldy? Though this first look may not be enough to scratch an agency's name off the preliminary list, the management team's impressions should be noted for further discussions. Now it's time to look at the specific information included on the firm's website. Who are the creative geniuses running each firm? What educational and professional expertise do they have? What awards has the agency won? Does the site include credentials, including testimonies from satisfied clients? How long have they been in business? What areas does the internet marketing firm excel in and what are its strengths? Does the agency specialize in business-to-business marketing (B2B) or business-to-consumer (B2C) advertising campaigns? Evaluating and analyzing each firm's online presence by focusing on these and similar questions will help the management team in choosing an advertising agency with similar vision and goals -- one that will be a good fit. Remember the wisdom proclaimed by the Old Testament writer of Proverbs: "He that handleth a matter wisely shall find good: and whoso trusteth in the LORD, happy is he. The wise in heart shall be called prudent: and the sweetness of the lips increaseth learning" (Proverbs 16:20-21). These preliminary evaluations will help the management team shorten their list because they have, with wisdom and prudence, done enough research at this point to know which agencies do not fit their style, do not offer the services that will best meet the company's marketing goals, or perhaps lacks the needed creativity or experience to inspire confidence in the ability to create an effective campaign.

The preliminary process is more about deciding what agencies not to choose rather than selecting a winner. That comes next. With the names whittled down, the management team can contact the remaining firms and discuss the possibilities for building an agency-client relationship. Some firms may require either an RFP (Request for Propsoal) or RFI (Request for Information) from the inquiring company. The submitted information helps the agency know whether the company is a client with which they wish to build a relationship. The management team can request presentations as a type of audition process from the remaining names on the list. Through this getting-acquainted stage, the management team should be looking beyond the various firms' creativity and ideas to the building of relationships. The management team needs to discuss the people skills exhibited by each firm's executives. After investing time in preliminary research, submitting RFPs or RFIs, and listening to agency presentations, the management team should be sure they engage a firm with whom they can have a long-term relationship. Whether choosing an advertising agency or an internet marketing firm, the management team owes it to the company to spend the necessary time to make a wise and prudent decision. The company's future marketing strategy depends on it.

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