Mistakes Clients Make When Choosing an Agency

Guest post by: Norman Birnbach
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4 Technology Battles We Expect to See in 2013 - By Norman Birnbach

Avi Dan, founder of founder of Avidan Strategies, recently wrote an interesting article on Forbes's website, "The 7 Biggest Mistakes Clients Make When Choosing An Agency." Of the seven, I agree with four of them:

* Forgetting that the most important reason for choosing an agency is its ability.

* Not aligning client and agency interests and priorities is another mistake.

* Leaving the compensation discussion to the end of the process can cause contentious misunderstandings.

* Giving equal weight to all opinions at the company ignores the fact that different managers have different levels of experience, and sometimes, different expectations.

Dan suggests that conducing a search without using a search consultant is a mistake, but I disagree. We're seeing fewer companies engage a search consultant, and yet we continue to nurture long-term relationships with our clients -- even through the roughest economic period in memory.

That said, I think a search consultant could be useful when companies decide to select an agency based on a Request For Proposal (RFP) process.

In part II, I'll write about aspects of RFPs.

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4 Technology Battles We Expect to See in 2013 - By Norman Birnbach

About the Author: Norman Birnbach

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A PR executive with 20 years' of experience in technology, nonprofits, health care, security, education, consumer, nonprofit and more, I run Birnbach Communications, a small agency helping clients achieve their business goals across traditional & online media. I've published articles in the New York Times, Wall St. Journal, Boston Globe, San Francisco Chronicle and dozens of other newspapers and trade publications.
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