Beyond the razzle-dazzle: A 5-step guide to partnering vs. procrastinating
Selecting an ad agency brings exhilarating possibilities – and overwhelms logic. Suitors swarm with selective success stories, psyching desperate brands intoxicated by potential. But dreamy illusions rarely last. So how to pick a future partner vs. a vanishing act?
Key Takeaways
- Defining needs frames selection criteria around budgets, goals and weaknesses
- Vetting credentials unearths suitable experience; judge creativity through samples
- Interviewing finalists reveals philosophical fits beyond surface charm
- Checking references with other clients gauges responsiveness and problem-solving
- Exploring specialized/blended partnerships weighs options for growth
Choosing beyond superficial courtship claims, intelligent selection involves:
- Defining Needs
Determine current challenges, objectives, budgets and capabilities shaping project scope. Audit past efforts’ shortfalls requiring external virtuosity. Imagine an ideal collaborative fit. This frames selection criteria.
- Requesting Agency Background
Solicit credentials from a shortlist sharing sector experience and scale. Judge creative caliber through their campaign samples. Ensure no conflicts exist. Require details on services, experts, tools and processes in a structured written brief.
- Interviewing Finalists
Digest agency responses to understand philosophies and problem-solving styles. Look beyond superficial charm to mission meshes. Do personalities and values align? Will the relationship evolve strategically as partners?
- Checking References
Speak with other clients to probe responsiveness, strategic soundness and chemistry. Glowing reports reveal more than awards. Even some discord signals sincerity.
- Exploring Options
Consider divide-and-conquer scenarios splitting initiatives among specialized shops. Measure costs/benefits of changeovers despite ramp-up lags.
While salesmanship woos, go beyond surface sparkle. The search for an advertising ally rewarding over years requires rigorous mutual understanding – creatively, philosophically and interpersonally. Rather than just ambiance, investigate how suitors strategize, partner and produce.
Rather than just ambiance, investigate how suitors strategize, collaborate and produce. The search for an advertising ally rewarding over years requires rigorous mutual understanding – creatively, philosophically and interpersonally. No formula guarantees eternal bliss. But thoughtfully plumbing applicant integrity and vision promises marriages thriving commercially over flings forgotten.
