Agency search and selection - part one

Advertisers need agencies to provide business-transforming ideas but finding that right fit of chemistry and talent can often be a challenge.

It’s a vital business decision and that’s why members find it invaluable to use ISBA’s depth of knowledge of the agency marketplace, experience and expertise in this area. 

We help our members manage pitches across all communications disciplines from mainstream media and creative agency relationships to digital/online, PR, search, mobile marketing, brand design, CRM, direct and promotions and any other agency relationship you may have within your marketing armoury.

Crucially, we work closely with member teams on pitches on a confidential basis so no one knows a member is looking at changing agency until the brief is clear and they are ready to go public.

1. How to get started – evaluation

To get the full picture we will start by discussing with our members their reasons for wanting to terminate their existing agency relationship and their potential brief. We can help review the possible measures they can take to encourage the current agency relationship to work.

We also discuss contract terms, TUPE implications, process planning and project management of the pitch and advise on the process of serving notice on the incumbent and handling the relevant PR surrounding the potential agency move.

Members find ISBA’s range of best practice guides, including those on writing a brief and running a pitch to be particularly useful at this stage as well as the agency search facility on the IPA's site.

2. Writing a brief

Before embarking on an agency search, we recommend that members write a clear brief detailing the type of agency they require and the services they will need it to provide. We are happy to discuss criteria in depth with members and provide pointers to help with search criteria. We have a useful template, by request, to help members develop their brief and will always provide input into the final document if required.

3. The long list

The next stage is for ISBA to help construct a long list of agencies which potentially meet the brief and may be compatible with the advertiser’s culture.

As many advertisers do not have in-depth knowledge of the agency marketplace, we keep up-to-date with all the major agencies on their behalf, closely monitoring industry developments so that we can provide detailed agency market information.

We can then gather credentials on a confidential basis for you and your teams to view in the quiet of your own offices.