Selecting an agency is one of the most important decisions you can make. With years of agency and client experience, Wanamaker Associates understands every facet of the search process and we’ll help you every step of the way. From thoroughly evaluating your company’s needs, to filling those needs with the most qualified agency – we’ll make sure your selection process is a smooth, successful one.
Over the past 20 years, Wanamaker has handled a variety of high profile searches for some of this country’s largest advertising budgets. We’ve worked with and are respected by the best agencies in the land. In addition, we understand and protect the trade media sensitivities that inevitably follow a high profile search process.
Our agency selection process is comprised of two phases:
Phase I – Objective, independent evaluation of needs & potential agency interviews
- Interviewing of key top management personnel (1-3)
- Interviewing of key marketing management personnel (1-3)
- Reviewing of the past two years work
- Interviewing of key advertising management personnel (1-3)
- Reporting on the general profile of appropriate candidate agencies
Phase II – Filling the need with the right agency
- Developing a “long-list” of candidate agencies (10-20) which most closely match the profile screen
- Preparing an objective and subjective overview of each candidate agency and choosing a semi-finalist “short-list” (6-7) of candidates for the advertiser to review
- Conducting onsite “short-list” agency capabilities presentations with particular attention paid to previously determined client needs
- Selecting agency finalists (3-4) and giving an assignment designed to show strategic approach and creative thinking
- Attending final presentations
- Notifying agencies of decision
- Facilitating contract development and compensation negotiation
- Building framework for a solid, ongoing agency relationship
Next Topic:
Contract & Compensation
Once an agency has been selected, it’s critical to get the relationship off to…
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