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.

In Stan’s last blog he talked about how choice can be too much of a good thing.  What we find in conversations with clients is that the idea of an agency search from a pool of thousands gives them indigestion.  Understandably, marketers often get so mired in day-to-day operations that they delay a search or dismiss an agency when the relationship could still be saved. 

In some cases, corporate marketers may also lack the resources or agency knowledge to facilitate a thorough search process.  e-Health is currently in hot water with Ontario taxpayers for its alleged process that was neither fair nor transparent in selecting vendors.

Whether it is dedicated time or lack of process, a proper facilitation and investment in your agency relationship are required to get the best bang for your buck with a new or existing agency.  The selection process or a performance review does not need to be painful.  It can be empowering to find the perfect partner or re-launch an existing relationship by getting past a bump in the road.

Before engaging agencies, start by establishing marketing objectives so you can set priorities and criteria for your agency search. In-house talent should be leveraged to reduce costs and you may call on agencies where you lack bench-strength.  Perhaps, you have internal expertise in web site development but lack social media skills to interact with your customers.

Your preferred size of an agency partner may be determined by the scope of work.  Consider what needs to be done day- to-day, but also your need for resources and people in case of a crisis or special project.  You may have a manufacturing plant in China but not a spokesperson in that region.

An agency with an office in that locale may be crucial if you need on-the-ground support with an event or even a lawsuit. Local counsel is key especially when you might have major differences in culture - not just internationally, but even across the country.

If size doesn’t matter, consider a best of breed boutique that specializes in your industry.

Also, if you only need media planning and buying, be sure to identify this requirement so you don’t have a stacked team of brand strategists assigned to your account at twice the hourly rate.

Forget the TUMS to rid you of indigestion, an agency search that is transparent with defined objectives, a clear scope of work, approved budget and a timely process is the remedy for success.

Sheila Corriveau