THE SECRET TO PICKING A NEW AGENCY

Picking a new agency is like playing three-card monte – choosing the right one can be iffy.

If you’re looking for an agency that can increase awareness and revenue, here’s a formula based on proven results:

Compile a list of qualified candidates.
Send out RFPs.
Ask for speculative creative, also known as spec creative.
Review proposals.
Create a shortlist.
Schedule presentations.

During presentations, be sure to ask each finalist about their spec creative:

Is the customer promise crystal clear?
Is the customer promise meaningful to our customers?
Is the customer promise presented in a memorable manner?

Chances are all will answer yes, yes, and yes.

At this point just smile and nod. Because there’s one more question you should ask:

Do your departments SHARE IDEAS?

Working together – not in silos – is the hallmark of a good agency.

Undoubtedly all will automatically reply “YES!”

How will you know they’re telling the truth?

You won’t.

That’s precisely the reason why every client searching for a new marcom agency partner should ask for spec creative.

It’s really the only way to make an informed decision.

ANDvertisinginc (FKA “& Wojdyla, the first ad agency to put clients first”) is an A.I., Digital, & Traditional Marketing Communications Agency with a proven track record of results. It was co-founded by Dave Wojdyla, luckiest man in advertising.