Reviewing Marketing Services Relationships
Our strategic focus and client side experience allows us to view marketing services agencies from a commercial/strategic perspective rather than a creative perspective. This helps you to maintain strategically focused and successful long-term relationships with your marketing services providers.
One of the most time consuming relationship review is normally the regular review of an advertising agency. The default position (even for retaining existing businesses) is the periodic pitch. The traditional pitch process is often considered unreasonably costly by the advertising industry and unrealistic in its reflection of ongoing work for the client. Too often the process becomes a subjective competition between a number of agencies to see who can create the funniest advertisement for a particular product or project.
The reality is a creative pitch may not be the right process for identifying and selecting an appropriate creative agency to work with your company. By the time you get through the shortlisting process, you should be convinced that all of the businesses you are considering have creative ability from the examples they provide in their credentials pack.
In many cases, the criteria for selection are going to be other factors. Creativity is a given.
Literally Brilliant has experience in managing the pitch process – helping your business to align selection criteria to strategy and then assisting you evaluate your agency options in a way that is fair, transparent and cost effective for all involved.
The Literally Brilliant process includes analysis of motivation for changing/pitching, evaluation of the company as a client, identification of strategic issues, criteria development, pitch document preparation, conducting information sessions, and assisting in pitch evaluation against stated criteria.