How to Choose an Agency
John Rose
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Hiring a new agency for Advertising, PR, Digital or other marketing and creative services can be a complex and sometimes chaotic process. While everyone would agree that the exercise should be fair, the purchase of marketing services is more complicated and more difficult to evaluate than other products because they are custom-tailored, intricate and measured by both activity and result. This makes the traditional price-based Request for Proposal (RFP) procurement process, at its best, unreliable and, at its worst, a race to the bottom that serves neither the agency nor the client.
For nearly forty years I have been on both sides of this equation. I have chosen agencies and my agency has been chosen by companies from numerous industries and from all over the world. I have been involved in hundreds of agency reviews — from small businesses to the largest multinational corporations. It’s fair to say I know a thing or two about this confounding process and I hope you will find this content useful if you’re in the unenviable position of having to choose a new agency.
Download “How to Choose an Agency” here.
