So You Think You Need an Ad Agency?
What are you crazy? All they’re going to do is rip you off and leave town…okay, not exactly, I promise. But if you do need/want a new agency here are a couple of points to remember.
- Ad agencies don’t walk on water.
- Ad agencies don’t read minds.
I find many times when we meet with a potential client they have no idea what to expect other than their false belief that we can solve all of their problems. (Please see number 1.) We need information just like you do. When we meet with you, we realize it’s not all about us – it’s all about you! So be prepared to share the information we need to make informed recommendations. (Please see number 2.)
Tell us what you expect an agency to do for you…brand you, increase sales, increase your earned media, etc. Without those basics we can’t help you. If you check out one of Drew’s Marketing Blogs titled, BrandingWire: The Coffee Shop, and the blog, Note to CMO, you’ll see a lot of us worry about the same things.
Hiring a new or first agency is also about chemistry, be sure you are comfortable with the people. Clients who are wowed by the show-and-tell but never check the references to see if that agency can walk the walk as well as talk the talk make some of the biggest mistakes.
July 1st, 2007 at 4:26 pm
Thanks for your link and sorry to take so long to respond. Agencies seem to be the guys you love to hate for some reason, usually because of mismanagement.
I’ve always viewed agencies as [people] x [management]. If the [people] in the agency you hire are smart, creative, and thinking about solutions to your deep issues, you’ve got a good agency. If you — meaning [management] — aren’t “managing” them by telling them what your deep issues are, telling them you’re looking for hard ROI and not high concept are (or vice versa), or that the CEO’s wife is terrified of drowning and you’re banking your branding campaign on water imagery, you’re not doing your side of the bargain.
Thanks again !