Marketing & Advertising mentor Jay Conrad Levinson responds to the following questions from an inc.com user:
I need to develop a new-product-rollout marketing campaign using an advertising agency. What steps should I take? How do I choose the right agency? Is there an etiquette I should use when seeking proposals? Should I ask several agencies to develop pitches and then choose the best one, or should I interview agencies and choose the one I think I can best work with?
Jay Conrad Levinson responds:
I suggest that you contact a few agencies to make sure of three things:
- You will be considered an important account to them, and your work won't be assigned to beginners.
- The agency shows you the kind of work that impresses you and talks about profitability more than about winning awards.
- There is good chemistry between you and the agency people who will be working on your account.
Personally, I don't think it's a good idea to ask agencies to develop pitches because that won't answer the points I just mentioned. But you should meet the people who will be directly working on your account.
Here are three related articles I wrote about selecting an agency. I think they will help you. Good luck!