There are hordes of advertising agencies out there, and the truth is they’re all pretty much the same: clones with only the slightest imperfections differentiating one from the other.
What really differentiates one agency from another is its people. So how do you know you’re getting the right people? Here’s some personal thoughts and insights to help you make what can be a difficult decision.
CAN YOU DITCH THE “PITCH”?
If you spend large sums of your money on advertising, and if your profits are dependent on its efficiency, it is your duty to take great pains to find the best possible advertising agency.
Amateurs do it by cajoling a group of advertising agencies into submitting free campaigns on speculation. This is called a “pitch”, and it’s a complete waste of time. Why?
The “pitch” is perhaps the biggest misrepresentation of the capabilities of any advertising agency. The advertising agencies that win these “pitches” are the ones that use their best brains for soliciting new accounts, which means they relegate their existing clients to their second-best brains.
This is because everyone (and I really do mean everyone) in advertising knows it’s way easier to keep a client than it is to get a new one. It’s a guarantee that the genius intellects you see at the pitch will rarely be seen once the agency gets your signature.
David Ogilvy was in complete agreement when he said: “If I were a client, I would look for an agency which had no new business department. The best agencies don’t need them; they get all the business they can handle without preparing speculative campaigns.”
THE SENSIBLE WAY TO PICK AN AGENCY
The sensible way to pick an agency is to employ a marketing manager who knows enough about what is going on in the advertising world to make an informed decision.
Ask them to show you the work from the three or four agencies he believes to be best qualified for your account.
Once you have your shortlist, it’s time to call some of their clients. This can be particularly revealing. Be completely honest when you call and see how these clients respond to your probing.
Do they feel threatened that another (perhaps bigger) company might be coming onto the client roster? Ask them who they deal with on a daily basis, and what they’d change in the relationship if they could.
Once you’ve done this, it’s time to break out some old school thinking. Invite the head honchos from each of the leading contenders to bring two of their key people to dinner at your house.
Loosen their tongues. Find out if they’re discreet about the secrets of their present clients. Find out if they have the spine to disagree when you say something ridiculous.
Observe their relationship with each other; are they professional colleagues or quarrelsome politicians?
Do they promise you results that are obviously exaggerated?
Do they sound like extinct volcanoes always harking back to their glory days, or are they alive with possibility and endeavor?
Most importantly, are they good listeners and are they honest?
WOULD YOU GIVE THEM YOUR MONEY?
The purpose of this exercise is to find out if you like them enough to give them your money to spend.
The relationship between client and agency has to be an intimate one, and it can be hell if the personal chemistry is sour.
So, before you commit, ask any agencies that want your business to show you the five most surprising, challenging and innovative things they took to their existing clients over the past year.
A blank look at this point is sufficient reason to usher them out of your home. But a fired up and enthusiastic response showing some really clever thinking – well, that’s a very strong reason to keep chatting.
Once you’re committed to an agency and your expectations are clear to them, then they need to be delivering everything they promised, right from the start.
More importantly, they should be exceeding your expectations on a regular basis and they should be surprising you by pushing the boundaries and bringing you ideas that make you a little nervous, that break new ground, that you haven’t seen before.
If you only ever see the kind of executions and campaigns that you’d expect, then the agency isn’t really looking to grow your business as much as they should be.
Greg Kramer is the Creative Director of Partisan Advertising and specialises in creating effective and measurable sales increases for his clients. Call 021 254 0082 or visit www.partisanadvertising.co.nz