Choosing an Agency

Your relationship with your agency is critical to the success of your marketing efforts. When choosing an agency of record, consider these tips. They can mean the difference between a painful or prosperous selection process.

1. Define why you are selecting an agency of record.
   
2. Outline the process. Who will be involved in the decision?
   
3. Look at agency experience first. Creative is the easy part. You need brilliance and experience when determining strategy.
   
4. Define the basic criteria for making the first cut. Do you want health care experience? Exclusivity? Experience in rural versus metro markets? Do you want an agency that emphasizes electronic media or print? What are your expectations regarding experience of staff?
   
5. Limit your candidates to a manageable number.
   
6. Ask how they would approach an assignment. You’ll gain a better understanding of the working relationship and how a project progresses.
   
7. Consider a first step engagement. Award one project or product line so you can experience one another before signing the agency for five years.
   
8. Limit the number of oral presentations/interviews to three agencies.
   
9. Don’t ask for spec (speculative) creative. Strategic thinking is more important in the long run than pretty colors or flashy design.
   
10. Check references before the agency’s oral presentation so you have questions to ask.
    

For more information, e-mail Lori A. Bruss, MEd, CHES, executive vice president, or call (866) 549-6848.