What do you need from an agency?

Choosing a new agency is one of the most important decisions an advertiser can make, and it's crucial to get it right the first time. Selecting an agency is time consuming and expensive - for you and agencies, so you need to be efficient and thorough. Here are a few tips to help you get it right:

One area in which we are seeing a rising level of interest around agency selection is Capability Management, where large advertisers are seeking to capture the intellectual property of what specifically their agencies can do for them (i.e. the services they provide and areas they specialize in).

In the past this information has generally resided in each marketers' head, but with the involvement of procurement and the desire to optimize the portfolio of agencies, organizations are now looking to formally capture and utilize this data.