Many advertisers are looking for the very best advertising agency for their brand. But what is really a top advertising agency? And just how does one attempt identifying picking the top advertising agency to the brand or organization?
Decreasing answer is how the top agency will be the the one which enjoys the very best profile in the marketplace. But what does this mean? Can it be the one which wins probably the most advertising awards? Or the one most abundant in effectiveness awards? Or perhaps the one winning one of the most business?
The answer is the best advertising agency for almost any advertiser is determined by what criteria you’re looking at. And also the range of criteria depends on the strategic requirements the brand or organization has in the agency.
This seems obvious, yet it’s a consideration that is often overlooked within the rush often seen in the entire process of selecting the advertising agency to act being a panacea to poorly performing advertising and marketing plans.
We have seen marketers select a credit repair professional according to industry reputation and profile alone. While this can happen as it is a great kick off point, issues won’t deliver the promised results caused by a misalignment in the agency for the strategic needs with the advertiser.
The reason being obvious whenever you have a look at the way the industry defines a high advertising agency in comparison to the way you may define a top-performing agency from the strategic requirements.
When you look at how agencies build their reputations it will always be over the trade publications who directory the market industry place. The stories the trade-press report on are: business wins and losses, new campaign launches, creative awards, effectiveness awards and senior appointments.
Of those topics, essentially the most insightful include the senior appointments as all of the other topics are often dependent on the high quality and depth from the relationship between the agency as well as the advertiser.
The big mistake some advertisers make is appointing a promotional agency using a track record of creating outstanding work, just to be disappointed the relationship with the same agency produces lower than expected results. Associated with invariably because of the advertiser and the way they build relationships that agency.
As an alternative to selecting agencies based on their reputation, it really is more valuable to softly define what attributes would be required by your brand or organization that would categorise advertising agency performance.
This is more than just functional discriminators like expertise, capabilities, client experience, size, resources and stuff like that. Additionally it is the more intangible discriminators like culture, trust, philosophy, attitude and chemistry.