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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Prior to launching AgencyLink in January 2008, the first document that Stan and I created was a code of conduct.  We believed that by establishing our moral compass early in the process that we would be better equipped to develop a business plan, set our priorities and shape our goals.

Defining a moral compass is valuable for a company, agency or department. In an earlier blog post, I referenced the importance of being discreet and sharing company values and expectations with business partners to ensure no surprises.  Does your department or marketing agency team understand your code of conduct? Do you have one? Read the rest of this entry »

Last week, the International Association of Business Communicators held a shin dig at The Madison in Toronto to recognize and thank its volunteers. The networking event featured a BBQ, cocktails and door prizes to celebrate a successful year of collaborative teamwork.

The celebration got me thinking about the importance and need for clients and agencies to take the time to commemorate results and their partnership.

All too often, clients and agencies forget or get too busy to celebrate when they meet and hopefully exceed expectations. We encourage our clients to celebrate the successes they have combined to deliver. 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 »