Strategic and operational principles for Agency Selection.

Viewpoint March 2019
Strategic and operational principles for Agency Selection.

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Best practice guidelines to help advertisers succeed in the art and science of agency selection

Introduction

The relationship between an advertiser and its media agency of record is one of the most important for brand owners to get right. But the process of an agency review can be incredibly challenging, resource-intensive, and time-consuming. As one of the world’s leading, independent, media and marketing consultancies, Ebiquity advises advertisers on more media agency reviews than any other company. 

Since January 2016, we have run more than 200 national, multi-market, and global pitches. Media billings of contracts awarded under our guidance in this period have totalled more than $12bn. Based on this market-leading experience, the Ebiquity team has brought together ten, bestpractice guidelines to help advertisers succeed in the art and science of agency selection. We know that these guidelines deliver the right outcome for advertisers – the right partner for today and tomorrow, with the right contract.

Photo of Laetitia Zinetti

Author
Laetitia Zinetti

Managing Principal, Media Management

Laetitia is Managing Principal, Media Management in Ebiquity Media. She has more than 20 years’ experience planning and implementing media and marketing strategies, with senior roles client-side at both Qantas and Nissan. She is based in our Paris, France office.

Our ten guidelines

  1. Ask yourself first if you’re sure you want or need to change agency
  2. Make the pitch preparation phase a priority
  3. Think outside the box
  4. Make transparency a golden rule for all parties in the RFP process
  5. Define the rules of engagement from the start
  6. Brief agencies well, with qualitative content and clear expectations
  7. Set challenging, realistic, measurable, and commercial goals
  8. Build the foundations of a two-way relationship by positively engaging with Agencies
  9. Encourage agencies to demonstrate creativity and delivery 
  10. Make the process streamlined and agile
The relationship between an advertiser and its media agency of record is one of the most important for brand owners to get right. But the process of an agency review can be incredibly challenging,