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"Ford-Peacock represents my eyes and ears on the European continent. David Ford and his team do a masterful job of helping American companies to understand the EU marketplace and to tailor marketing messages for a European audience. I have been working with them for the past year and a half and having excellent results. I recommend them wholeheartedly."
Jim Panagas, Vice President of Marketing, Taxware

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Thursday, 28 August 2008

The Decision

Introduction | The Brief | Compiling the Shortlist | The Pitch | The Decision

Very often it is obvious to everyone which agency deserves to be appointed.

Even so, take up references with existing clients as these can reveal aspects of the agency you may not have considered.

If you remain uncertain, invite a small number of agencies back for second round interviews.

Try to avoid making a decision based on cost grounds alone. If the ideal agency is more expensive, that may help explain why it is the ideal agency! If there is a cost issue, discussing it openly can often lead to a satisfactory resolution.

Finally, never forget to write back to the agencies that haven't won the account and thank them for their time and commitment. Like much PR, this is a courtesy that is easily overlooked.