What is the hallmark of a top-class agency?
There’s a variety of skills and knowledge a good agency should bring to the table: • Agencies need to be fully conversant with the internal regulatory approval process. When agencies don’t understand all the nuances of approval, timelines get thrown off, small details become time-consuming problems, and frustration levels all around run high. • The agency must also be familiar with the brand’s positioning and strategy. It is, after all, the agency that’s pulling through the messaging to deliver on the client’s strategic positioning. This knowledge is the foundation of everything [the agency] recommends, executes and delivers. • I also look for success with other brands within the corporation. Even though it’s such a fast-paced environment, it’s very important to take the time to do the research on any agency you are considering partnering with—if you don’t, errors can begin to mount and eventually have exorbitant opportunity cost implications. How do you differentiate between the major
