{"id":5566,"date":"2020-12-02T13:19:54","date_gmt":"2020-12-02T18:19:54","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=5566"},"modified":"2020-12-02T13:19:54","modified_gmt":"2020-12-02T18:19:54","slug":"agency-search-whats-changed-during-covid","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2020\/agency-search-whats-changed-during-covid\/","title":{"rendered":"Agency Search \u2013 What\u2019s Changed During COVID?"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/12\/agency-search.png\" alt=\"online agency search\" width=\"300\" height=\"200\" class=\"alignleft size-full wp-image-5567\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/12\/agency-search.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/12\/agency-search-263x175.png 263w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>While most marketers have been busy revisiting business plans, modifying marketing activities and coming to grips with the new realities of a COVID world, others have been actively tackling their agency rosters.  <\/p>\n<p>And if you\u2019re a marketer who was contemplating an agency search prior to the pandemic but decided to hit the brakes, here\u2019s some good news:  It\u2019s not as scary \u2013 or as difficult \u2013 to undertake an agency search process with rigour and diligence as you may have thought.  In fact, it may prove to be easier, less time consuming and more thorough than you imagined. <\/p>\n<p>Some marketers have found their online search process to be:  <\/p>\n<ul>\n<li>A strength test for strong internal communication within agencies and their own organizations<\/li>\n<li>A focus on stronger communication and collaboration than in face-to-face pitches<\/li>\n<li>Less time-consuming, with the elimination of client travel and coordination of pitch team members<\/li>\n<li>Easier to maintain and manage other projects while the search is moving forward <\/li>\n<li>More insightful through deeper chemistry sessions with key individuals<\/li>\n<\/ul>\n<p>So apart from agency searches being managed online, what\u2019s different?<\/p>\n<h2>Everyone\u2019s Focused<\/h2>\n<p>Because there is little or no opportunity to get to know each other prior to a pitch getting underway, both marketers and prospective agencies have to be more focused. Marketers have to marshal their requirements and asks clearly and concisely, while agencies have to create compelling cases to win in an online race.<\/p>\n<p><strong>Key takeaway:<\/strong>  If you\u2019re not clear about your ask \u2013 you\u2019re not ready. Be really clear about what you\u2019re looking for, why you\u2019re looking and what you\u2019d like to see from agencies.<\/p>\n<h2>Smaller Groups<\/h2>\n<p>Screen real estate is a value commodity at the best of times but during an online presentation it\u2019s gold. Interrupting to ask a question or two can also be difficult as some programs make it harder to switch from presentation to camera mode seamlessly. So streamlining participants \u2013 on both sides \u2013 is a crucial factor in maximizing screen real estate and focusing the conversation on what\u2019s really important. <\/p>\n<p><strong>Key takeaway:<\/strong>  Limit your audience to key team members.  You can always organize another session for unanswered questions, or record the session for a broader group later.<\/p>\n<h2>Emphasis on Chemistry<\/h2>\n<p>When COVID started and searches pivoted online, there was a worry that clients and prospective agencies wouldn\u2019t be able to assess chemistry effectively.  While informal discussion has all but evaporated, smaller presentation teams and \/ or follow-up chemistry sessions with individuals or even smaller groups, has actually helped bring chemistry into focus.  <\/p>\n<p><strong>Key takeaway:<\/strong> Allow for a few minutes of \u2018chit-chat\u2019 before your online meeting starts \u2013 it sets the tone for what\u2019s to come. Call separate meetings with individuals for deeper chemistry when required.<\/p>\n<h2>You\u2019re Under A Microscope<\/h2>\n<p>During an online pitch, everyone\u2019s under a microscope \u2013 or at least on camera.  And just because you\u2019re not presenting doesn\u2019t mean people aren\u2019t looking at you.  Intently.  In a face-to-face meeting it\u2019s easy to look round the room, assess body language and clarify points when something doesn\u2019t look like it\u2019s resonating.  Online, people have to click on you to watch your reactions.<\/p>\n<p><strong>Key takeaway:<\/strong>  Assume you\u2019re being watched!  Best not to eat \u2013 that donut will come up full screen. And try to remain focused on what\u2019s being presented.   <\/p>\n<h2>Presenting Online Is Hard<\/h2>\n<p>As if presenting in person wasn\u2019t hard enough, presenting online is different \u2013 but no less nerve-wracking. Presenting \u2018blind\u2019 without being able to see audience reactions can be unnerving \u2013 particularly if you\u2019re trying to pepper in an amusing anecdote or two.  This becomes impossible if your audience have switched off their cameras and presenters are left feeling they&#8217;re in a room by themselves.<\/p>\n<p><strong>Key takeaway:<\/strong>  Technology can be difficult and things invariably go wrong periodically. The best way to stay present in a pitch is to keep your camera on.<\/p>\n<p>These are just a few of the changes I have seen when managing online pitches for clients since COVID began.  <\/p>\n<hr \/>\n<p><em>For more insights on agency search and pitch management, ACA members can register for the webinar <a href=\"https:\/\/acaweb.ca\/en\/events\/how-to-manage-an-online-pitch\/\" rel=\"noopener noreferrer\" target=\"_blank\">How to Manage an Online Pitch<\/a> taking place on Tuesday December 15, 2020, when the pitch expert will be in the presenter\u2019s chair himself. Members can also log in to access the recording and slide deck shortly after the presentation has taken place. <\/em><\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/www.listenmore.ca\/stephan\/\" rel=\"noopener noreferrer\" target=\"_blank\">Stephan Argent<\/a> is Founder and Principal at <a href=\"https:\/\/listenmore.ca\/\" rel=\"noopener noreferrer\" target=\"_blank\">Listenmore Inc.<\/a> offering confidential advisory and agency search management to marketers looking for truly independent insight and advice they can\u2019t find anywhere else. Read more like this on his blog <a href=\"http:\/\/www.listenmore.ca\/furthermore\/\" rel=\"noopener noreferrer\" target=\"_blank\">Marketing Unscrewed<\/a>. Follow him on Twitter: <a href=\"https:\/\/twitter.com\/StephanArgent?lang=en\" rel=\"noopener noreferrer\" target=\"_blank\">@StephanArgent<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While most marketers have been busy revisiting business plans, modifying marketing activities and coming to grips with the new realities of a COVID world, others have been actively tackling their agency rosters.  <\/p>\n<p>And if you\u2019re a marketer who was contemplating an agency search prior to the pandemic but decided to hit the brakes, here\u2019s some good news:  It\u2019s not as scary \u2013 or as difficult \u2013 to undertake an agency search process with rigour and diligence as you may have thought.  In fact, it may prove to be easier, less time consuming and more thorough than you imagined.<\/p>\n","protected":false},"author":19,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[124],"tags":[395,255,882,883],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Agency Search \u2013 What\u2019s Changed During COVID? | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" content=\"Read about the challenges and opportunities in performing an agency search entirely online.\" \/>\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\/2020\/agency-search-whats-changed-during-covid\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agency Search \u2013 What\u2019s Changed During COVID? 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