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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

Compiling the Shortlist

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

Many companies go awry at this point in the process because insufficient attention is paid to the type of agency that is required. Wasting a lot of your time can be avoided by asking yourself - and the agencies - some straightforward questions at this stage.

Consider the type of experience you need

This is usually determined by what you do, where and how you trade.

  • If your business is B2B, select an agency that specialises in B2B rather than consumer PR.
  • If you're a US company setting up in Europe, look for an agency with established US-EMEA performance already.
  • If you need multi-lingual capabilities, establish this requirement before the pitch.
  • If the agency is going to be working across national boundaries, does it have the experience and contacts to deliver this?
  • Is it essential to you that the agency is geographically close to your head office?

Consider the size of agency you need

You want to be a valued client so choose an agency that will value your business. Generally speaking, smaller companies should choose smaller agencies.

You want to be the first thought on a Monday, not the last thought on a Friday.

Make sure the agency has existing capacity to handle your account.

Consider an agency's client list

An agency's existing and recent (last 12 months) client list will tell you a lot about their capabilities and the types of organisations that are attracted to working with them.

Consider whether you only want to work with an agency with direct (ie. competitor) experience of your market or whether complementary experience is sufficient (it usually is).

If you are considering working with an agency that is currently working for a near competitor, question whether the agency is large enough to ensure no conflict of interest exists between the two accounts.

The closer the fit, the more likelihood of success.

Ask the agency for their Credentials document - every agency should have one.