Or would you just send over a "trial" brief to see how agencies think and, more importantly, what they create?
In an article from AdAge today, author Avi Dan provides marketers a list of things to think about during the agency selection process. A couple of tips that resonated:
- Determine the agencies turnover rate - especially among young people; what is the culture like? Are AC's and AE's staying or are they making the jump minutes after they've been promoted?
- A Cast of Thousands cannot make a good decision - selecting an agency shouldn't be by committee (should anything be?). Gather the CMO and a few key people and make the choice.
- Don't select an agency based on reputation - sure they did a few hot ads this year, but how many clients have they won in the last 5? More importantly, how many did they lose?