SELECTION OF AN ADVERTISING AGENCY
First and foremost, the agency must be known. Previously unknown agencies are not preferred.
Secondly, the agency must have creativity. Creative people are a little crazy, non- conformists. Creativity does not follow any logical pattern. Creative people are like naughty children. The secret of creativity is simplicity.
Thirdly, the agency must have a sound track record, a good deal of experience. Fourthly, the accounts executive must have ability to understand the client’s problems.
Fifthly, you may look t the accounts they handle, and the accounts they have gained and lost. In other words, the work they have produced for other clients does matter.
Sixthly, the personal equation of the client with the agency also matters. If you know them personally, they are compatible with you.
Seventhly, their ability and presentation may make you opt for them. Premier Auto (the company that makes Fiat cars) was shopping around for an agency to launch its 118 NE. It invited presentations from various agencies and then shifted its account from its old agency Sistas to Ulka. More and more clients prefer to invite presentations for campaigns of new products and then award the campaign to the agency who they think has made the best presentations.
Lastly, there are some unique considerations, some prefer a small, some a medium, some a large agency. Increasingly, clients prefer to fragment their business, giving different products to different agencies.
Other factors that need consideration is the staff of the agency and its caliber, its flexibility, practical and consumer oriented approach, the use it makes of MR, its media understanding, the attention it gives to the client, its growth, the ability to handle below-the-line publicity and its international tie-ups.
So creativity, commitment to client and the quality of its top management go a long way in the selection of an agency. Unfortunately many think ‘Creativity’ is just another way of saying, ‘I like the agency.’
EVALUATION OF AN ADVERTISING AGENCY
The agency is evaluated on the past performance.
The number of clients it holds. (For e.g. O & M works on 240 brands at a time) The reputation the agency has in advertising circles (JWT is renowned for its reputation)
The particular USP of the agency (on what areas the agency is specialized in, for e.g. O&M is known for creativity. R.K Swamy BBDO is renowned for print; Leo Burnett is renowned for consumer insights.
Timely delivery of advertising materials (especially for Cola ads)
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