Re: Advertising Agency Review

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 30 Apr 2001 03:13:37 -0500

JAMES MOORE <moorstribe_at_hotmail.com> WROTE:

>What are the steps taken and the process to conduct a
>review of an advertising agency?

Here's what I do when I conduct a search:

1. Determine the budget and the segment of the client.

2. Determine the geographical requirements. Some
clients want home town agencies; others don't care as
long as they get good service.

3. Scout the territory. This can mean anything from
putting the word out through your friends and buddies
in the ad biz all the way to contacting your regional
reporter at ADWEEK. Believe me, EVERYONE is your best
friend when you're handing out business. The bigger the
budget, the better friend they are.

4. Publicize a cattle call. I always tell the media
what we're looking for and invite anyone who's
interested to download an RFP for the account from my
website. This functions as the first go-round to see
who's really interested. I also promise that at least
one "dark horse" agency from this call will make it to
the finals. The RFP they download is a first cut
document that probes the agency's ethics, values and
procedures. No creative is requested, because out of
respect to them, we don't want to lead anyone on or
have them incur expense at this point. Make sure
there's a deadline to return the RFP.

5. Once the first RFP has been submitted, use it to
cull it down to no more than five agencies, and try to
make sure they run from boutique to national in size.

6. (Optional) If you're really sadistic, make sure
one of the finalists is an agency that fired you
previously. You'll never have more fun in your life.

7. Schedule creative and media presentations over
the course of three consecutive days, with no more
than two agencies per day. You burn out with more
than that.

8. Prior to the first presentation, hand out score
cards to the client decision makers. Try to keep
the playing field even among agencies.

9. (Optional) After the last agency presents, find
a bar. Drink.

10. Have the agency decision makers score their
agencies in private, making sure they write out notes
that give their scores rationale. Have a discussion.
Award the account quickly and notify the losers
by sending a nice gift.

11. (Optional) Find a bar. Drink.

Hope that helps,


Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
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Received on Mon Apr 30 2001 - 03:13:37 CDT