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.
