Don’t limit your search geographically: Keep in mind you're looking for the correct fit; restricting your search from the outset to a defined geographic area is unnecessarily limiting.
Don’t screen out agencies based on size: Talented people at the helm of small agencies are likely to have more experience than mid-level staffers that would be assigned to your account at a big firm. Services not offered by the agency can be outsourced. It's the attention and ideas that matter.
Don’t make industry experience a requirement: There is a cross-pollination of ideas gained from working across a variety of industries. If you want something different, go with somebody different.
Don’t ask for speculative work: Spec creative can artificially inflate the appearance of an agency and often overstate true capabilities. The best agencies won't do it.
Don’t let a spreadsheet make your decision: A checklist or some sort of tracking may be helpful, but don't go so far as to develop a scoring system and award your account to the agency with the highest average. Not every element on your list will be of equal value and a score sheet can easily introduce an impressive-looking, but false, equation into the decision.
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