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Selecting The Right Advertising Agency Is Dependent On Access To A Comprehensive Agency Register
| Guest post by: Darren Woolley |
Article Overview: What are the pitfalls of agency search? How comprehensive is the information generally held by agency registers? What key attributes of an agency need to be considered?
 |
Free Download - The Important Distinctions Between Relationship, Collaboration and Performance Benchmarking By Darren Woolley |
Selecting The Right Advertising Agency Is Dependent On Access To A Comprehensive Agency Register
When going to market to select new
marketing service providers, it is important to be able to review all of the
options available to ensure the most comprehensive selection process. However,
this is also one of the more difficult processes because of the lack of a
single source, a comprehensive global agency register.
When reviewing the market to prepare a
list of agencies for consideration, marketers must be able to source the
following minimum information about potential agencies including:
1. Geographic
location of the agency including coverage of various markets
2. Core
capabilities of the agency across one or more offices
3. Key
staff and their expertise in the category relevant to the marketer
4. Agency
size including number and size of clients to understand their potential
significance to each agency
5. Agency
clients to ensure there are no potential conflicts of interest
6. The
work and results produced by the agency for their various clients
Some of this information is readily
available through the various online and published resources such as
directories, websites and trade publications, which usually provide information
such as contact details, locations and website links. But information on agency
size, revenue and especially current clients is often difficult to determine.
This is because agencies are hesitant
to publish this sensitive information, especially on current clients for fear
of predatory behaviour from their industry colleagues. Yet conflict of interest
is an important consideration when selecting an agency or service provider.
Some sources of agency client
information are:
1. Trade
press and publications with reports on agencies, client wins and losses and
campaign launches
2. Agency
websites which primarily showcase the agency work for their existing clients
3. Industry
databases and directories with information on the various agencies in a given
market
Obtaining information on agency size
and revenue is much harder, with this information carefully protected by the
agencies.
Without this comprehensive source of information
some marketers, and especially their procurement teams, will resort to
undertaking an open tender process with a Request for information (RFI) as a
way of gathering this information from agencies across the industry. But to be
truly comprehensive this becomes a massive, time consuming undertaking.
The ideal is a select agency register
such as Adstrument or Adforum, which provide opportunities for agencies to
promote themselves and their work, but also contain more confidential information
held from open public access.
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About the Author: Darren Woolley RSS for Darren's articles - Visit Darren's website During his 15 years as a writer and Creative Director, Darren developed brand and business communication strategies for a broad range of organisations. He was Creative Director at J Walter Thompson and President of the Melbourne Art Directors' Club for two consecutive terms. In 2000, Darren founded TrinityP3, Asia Pacific's leading strategic marketing consulting company with an international network of more than 30 industry professionals helping people to achieve commercial purpose through creative process. What that means is he leverages his extensive knowledge of the marketing and advertising industry, to help advertisers achieve maximum value from their budget by providing cost benchmarks, industry best practice knowledge, training and independent third party advice on agency selection and remuneration, media planning and buying, digital, direct and interactive marketing, TV and print production and public relations. Now a decade on, TrinityP3 is at the leading edge of decision making in the marketing and advertising industry that spent over $200 billion in 2009 and their client base includes more than 50 of the world's top 100 advertisers, with offices in Hong Kong, Singapore, Sydney, Melbourne, London and Wellington. With his background as both scientist and Creative Director, Darren brings a unique sense of process combined with creative purpose to his work. He has regularly been named in Australia's AdNews Power 50: The Most Powerful People in Advertising since 2005 and is a regular industry commentator contributing to numerous trade magazines. Click here to visit Darren's website   Selecting The Right Advertising Agency Is Dependent On Access To A Comprehensive Agency Register Increasing Marketing Supplier Performance Through Business Strategy Alignment Is Calling Yourself a Media Auditor Misleading and Deceptive The Important Distinctions Between Relationship Collaboration and Performance Benchmarking The Importance of Strategic Marketing Consulting in Marketing Vendor Management |
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Re: Global Ad Agency Seeks Senior Sales Account Executive
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Hi Robert,
Welcome to our forums! Have you had any luck in your search for this job candidate and can I ask what other sites you've used to advertise this position?
What the Better Business Bureau does
- [quote:1urk8etq]There is such a diversity of businesses out there, how effetive are they in protecting the consumers or entrepreneurs[/quote:1urk8etq]
The way I understad it, at least here in the US, every BBB chapterhas a website, and on that website is a list of companies who have had complaints about them.
People trying to decide if they want to use a company check that list...and if there's no complaints....
That's why it's imperative for people who have been ripped off to complain to their BBB. It might not help them, but it will help other people down the line.
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Top 19 Copywriting books
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2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
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13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
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17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
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Happy Worker as of Dec 31 2007
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To the combined success of Prophets 2 Profits!
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