{"id":1269,"date":"2014-02-10T09:57:49","date_gmt":"2014-02-10T14:57:49","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1269"},"modified":"2017-10-24T10:37:32","modified_gmt":"2017-10-24T14:37:32","slug":"choosing-the-right-agency-search-process-for-your-needs","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2014\/choosing-the-right-agency-search-process-for-your-needs\/","title":{"rendered":"Choosing The Right Agency Search Process For Your Needs"},"content":{"rendered":"

By Stephan Argent, CEO, The Argedia Group<\/em><\/strong><\/p>\n

\"Stephan
Stephan Argent<\/figcaption><\/figure>\n

Let\u2019s face it, an agency pitch can be a lot of work. It\u2019s a lot of work for the agencies involved and it\u2019s a time consuming exercise in logistics, exploration and evaluation for marketers, who need to determine the right questions to help find the best agencies for their needs.<\/p>\n

Knowing there are a complex set of variables that need to be addressed in every pitch, we\u2019ve identified and enhanced seven different pitch methodologies in conjunction with our partners at TrinityP3 in Australia<\/a><\/strong> to help marketers work through a process that\u2019s most appropriate for them:<\/p>\n

1. RFI-P<\/h4>\n

Approach: <\/strong>Up to twelve agencies are invited to submit their credentials in an RFI response document, from which a shorter list are then given a focused challenge to present. Two or three agencies are then shortlisted to present their financial proposals and staffing plans \u2013 the winning agency is then chosen.<\/p>\n

Pros: <\/strong>Enables marketers to involve larger stakeholder groups and address procurement requirements within a stringent methodology.<\/p>\n

Cons: <\/strong>The process doesn\u2019t allow for the softer skills and requirements to be explored which is often an important part of a marketer\u2019s requirements.<\/p>\n

2. Creative \/ Strategic Review<\/h4>\n

Approach: <\/strong>No more than ten agencies are invited to submit credentials, then a shorter list are invited to attend a 90 minute \u2018chemistry\u2019 session. Two or three agencies are then shortlisted to run a strategic workshop with the marketer. Creative or strategic presentation follows from which the winning agency is chosen.<\/p>\n

Pros: <\/strong>Marketers and candidate agencies get the opportunity to work together and see the agency in action \u2013 rather than listen to a one-way, pre-rehearsed presentation.<\/p>\n

Cons: <\/strong>Focusing on the creative or strategic \u201cwow\u201d factor rather than the chemistry and process of how chemistry sessions were conducted can lead to longer-term disappointment.<\/p>\n

3. Short Form Creative \/ Strategic Review<\/h4>\n

Approach: <\/strong>Identical to the Full Creative \/ Strategic Review, with the exception of the final presentation stage which is eliminated.<\/p>\n

Pros: <\/strong>Can be appropriate in some digital pitches or when the marketer decides creative comparison may be too subjective to choose between agencies; places the focus squarely on chemistry and collaboration.<\/p>\n

Cons: <\/strong>If agency outputs are important then this approach won\u2019t give you a good sense of how well the agency can deliver and you could run into issues later.<\/p>\n

4. Media Partner Review<\/h4>\n

Approach: <\/strong>Similar to the Short Form Creative Review \u2013 agencies submit credentials, then a shorter list are invited to attend a \u2018chemistry\u2019 session. Two or three agencies are then shortlisted to present a trading exercise using the marketer\u2019s typical spend levels. We then benchmark and analyze the results.<\/p>\n

Pros: <\/strong>As Nathan Hodges<\/a><\/strong>, Trinity P3\u2019s General Manager puts it, in this process \u201cno-one can say they didn\u2019t know\u201d \u2013 both the marketer and the agency will know who they\u2019re really getting as a partner.<\/p>\n

Cons: <\/strong>Media alchemy needs to be clearly defined and transparently shared with all parties to be able to do a true apples-to-apples assessment of performance.<\/p>\n

5. Specialist Partner Review<\/h4>\n

Approach: <\/strong>As with other partner pitches, a credentials assessment, financial proposal and benchmarking analysis are the primary steps, but this kind of review includes a site visit and appropriate specialist assessment of the capabilities.<\/p>\n

Pros: <\/strong>Very focused on the marketer requirements \u2013 whether technical partner, print supplier or post-production facility.<\/p>\n

Cons: <\/strong>Highly reliant on the input the marketer provides to the specialist partner and the marketer having a well defined set of evaluation criteria tailored to specific needs.<\/p>\n

6. Pitch In A Day<\/h4>\n

Approach: <\/strong>After a credentials review a day is set aside for each agency to work with the marketer on a specific business problem, with a view to solving it within that day. Once the financials are agreed upon, then the business is awarded.<\/p>\n

Pros: <\/strong>Creates an intense environment where each side has a good understanding of how the other side thinks \u2013 and focuses on who\u2019s actually going to work on the business.<\/p>\n

Cons: <\/strong>The marketer needs to be confident in the short-list of agencies before the sessions begin otherwise the sessions will not identify a winning agency<\/p>\n

7. Mix And Match<\/h4>\n

Approach: <\/strong>Say you\u2019re seeking to change your Brand, Media and Digital agencies all at once. After credentials review, choose three or four agencies from each discipline and assign a Brand, Media and Digital agency to collaborate with each other and present together. After the presentations, match the best Brand, Media and Digital agency together for a final presentation.<\/p>\n

Pros: <\/strong>You don\u2019t have to go through three separate pitches to find the right agencies for each requirement.<\/p>\n

Cons: <\/strong>Some agencies won\u2019t play nice in the sandbox and you could rule out a really strong agency because the others were overshadowing the really strong player.<\/p>\n

These are seven processes we\u2019ve honed over the last few years. Which is the best approach for you and your business? Let us know what you think.<\/p>\n

With thanks to collaboration and insight from Trinity P3\u2019s<\/a><\/strong> General Manager, Nathan Hodges<\/a><\/strong>.<\/p>\n

\n

The ACA offers its members a number of valuable resources related to the broad topic of the client-agency relationship, including the publication Come Together: A guidebook for enhancing the value of the client-agency relationship<\/a><\/strong>. The ACA\u2019s membership services also includes confidential advisory services<\/strong>s<\/a> regarding agency search and other MarCom agency relationship matters.<\/em><\/p>\n

Read a more detailed version of this article on Argedia\u2019s website<\/a><\/strong>.<\/p>\n

\n

Stephan Argent<\/strong><\/span>
\nStephan Argent<\/strong><\/a> is CEO of The Argedia Group<\/a><\/strong>, Canada\u2019s premier agency search consultancy. Follow him on Twitter @ArgediaGroup<\/a><\/strong>.<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

By Stephan Argent, CEO, The Argedia Group Let\u2019s face it, an agency pitch can be a lot of work. It\u2019s a lot of work for the agencies involved and it\u2019s a time consuming exercise in logistics, exploration and evaluation for marketers, who need to determine the right questions to help find the best agencies for […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[124,253],"tags":[57,98,111,254,58,255,134,104,256,257],"acf":[],"yoast_head":"\nChoosing The Right Agency Search Process For Your Needs | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2014\/choosing-the-right-agency-search-process-for-your-needs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Choosing The Right Agency Search Process For Your Needs | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"By Stephan Argent, CEO, The Argedia Group Let\u2019s face it, an agency pitch can be a lot of work. 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