Improving the Agency Selection Process

Confidential | © 2009 Weiss Ideas

How Companies and Agencies Can Improve the Digital Agency Search Process

November 6, 2009

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• Introduction

• What Can Agencies -- and Clients -- Do Better? The Search for Meaning Profiles for Success Make the Right Pitch Developing an Emotional Bias Can You Hear Me Now? Winning Habits

• Lasting Observations

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The Search for Meaning

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The Client

• Too many agencies. Too little time.

• Know thyself.

• Make a list and check it twice.

• Ask the experts.

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The Agency

• First off all, get invited.

• Before you dive, check the pool.

• RSVP all the time.

• Thanks-- but no thanks.

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Profiles for Success

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The Client

• Generic RFIs and RFPs beget -- generic creative solutions.

• Design for the present -- and the future.

• Tailor the plan to your brand requirements, your organization -- and your culture.

• Read, remember and question . . .

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The Agency

• Just answer the questions.

• We’ve done this before…..We can do it again.

• There is just so much to say. So, I will.

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Make the Right Pitch

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The Client

• Incent good performance. • Find the right agency balance -- team, innovation,

analytics, initiative, brand understanding, creative, etc.

• An educated evaluation.

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The Agency

• Just can’t get enough.

• Shooting the right stars.

• Spend like it’s the client’s money.

• Consider the medium. And the message.

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Developing an Emotional Bias

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The Client

• Talk amongst yourselves.

• Demonstrate respect.

• Interact openly, honestly and informally.

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The Agency

• Show the love. We like each other.

• Did you hear the one about the agency that……

• You talking to me?

• Engage, don’t preach.

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Can You Hear Me Now?

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The Client

• Create communications’ channels and opportunities to speak person-to-person.

• Make time for agency time.

• Ensure access to decision-makers.

• Maintain an open environment.

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The Agency

• Judge others by their questions rather than their answers (Voltaire)

• One who asks a question is a fool for five minutes; one who does not ask a question is a fool forever (Chinese proverb)

• Can I buy you a cup of coffee?

• Keep track of correspondence like $100 bills.

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Winning Habits

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The Client

• Have a decision-making process in place. Be timely. • Every vote isn’t equal but all count. • Professionally inform the also-rans. Celebrate the

winner!

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The Agency

• What the hell just happened?

• Learn what you did so well.

• Learn what you did not.

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Lasting Agency Observations

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Lasting Agency Observations• Embrace new ways of thinking/doing:

Social media as both a client information and a marketing tool

• Initiate ideas throughout the process to pre-tune your pitch.

• Ask questions -- and ask again.• It’s about the client -- duh. • Make the agency brand team the stars in the client’s

constellation. • Relax. Have a sense of humor. Show respect. Find

a new friend in the client.

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Questions?Questions?