A butcher, a baker and a candlestick maker — these honourable professions require little explanation. When people ask me what I do for a living, I keep it simple and usually say: we conduct marketing agency searches and consult to improve client-agency performance.  

While this business model is new for the Canadian market, I am surprised by the industry’s reaction:

·         More often than not, we get rave review about this ‘new’ concept.  The truth of the matter is that the US has more than 20 agency search firms that have been operating for about two decades, including our American partner Joanne Davis Consulting in NYC;

·         Others will appear puzzled and ask if we are like executive recruiters or marriage counsellors. To simplify the role of an agency search consultant, we are a mix of both to maximize client and agency partnerships;

·         A few enquiring minds will ask why a marketing team can’t just do the search themselves.

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For the past few weeks I’ve begun research into buying a new car.  I really like my Volkswagen Passat, but thought I’d look into the year-end model season for an upgrade.

Despite the fact many automakers (GM for example) are cutting back their brand lines, I still find the marketplace saturated with way too many models from too many manufacturers.  Choice is a good thing, but not if it becomes overwhelming.  Right now, I’m feeling stress from having too many choices and not being clear on exactly what I want in a new automobile. Read the rest of this entry »

One of the toughest decisions for client-side marketers and communicators is determining whether their agency can properly deliver specialized services.

Here’s a scenario.  A company wants to evangelize its positive environmental record but it needs agency resources to help with the strategy and develop a campaign.  Should the company choose its generalist agency or should the client find a firm that specializes in environmental communications? Read the rest of this entry »

Never conduct a fishing expedition or cattle call of agencies to simply improve the performance of an incumbent agency or to gain new creative ideas without compensation.

We recommend that your RFP and presentation discussions require agencies to highlight their proven track record with relevant case studies. This will enable you to enquire more about how they would use a best practice for your organization. Read the rest of this entry »

When marketing -communications clients are sizing up prospective agencies, we hear comments like … “they’d be a good fit”, or “I like their style”, or “I don’t feel a connection.”  These are all valid emotions when going through a highly subjective experience.   Finding a cultural link between client and agency is important, but it shouldn’t be the first step.

You might find an agency that you click with, but they won’t deliver the goods if they don’t have the functional capabilities and skills to meet your organization’s needs.  In fact, narrowing your agency criteria to about five measurable capabilities should be the first step in any agency search. Read the rest of this entry »