The Agency Search and Selection Playbook
The agency search and selection process takes a lot of planning, meeting time, and strategic focus. Guidance for that process has become increasingly important as the business and marketing landscape have become more complex in the face of constantly evolving digital and media channels.
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This four-part playbook — written exclusively for ANA members by veteran agency search consultants David Beals and Brian Goodall of JLB + Partners — covers all the stages of the agency search and selection process, including how it should be handled during times of national crisis such as a pandemic.
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Deciding When to Conduct an Agency Search
Leading Edge October 16, 2020You’re thinking you need a new agency. Have you thoroughly assessed what’s gone wrong in the incumbent relationship? Weighed the cost-benefit of conducting an agency search? Identified the right agency resources in an evolving agency landscape? This playbook answers these questions and many more.
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Organizing for an Agency Search
Leading Edge October 16, 2020You’ve decided you want a new agency. Who should be on your search team? What should the timetable be? What should your initial agency screening criteria be? This playbook answers these questions and many more.
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Selecting a New Agency
Leading Edge October 16, 2020You’ve decided you want to search for a new agency. But how, exactly, do you go about the process of identifying a group of agency candidates and then selecting a winner in a way that’s both efficient, cost-effective, fruitful — and painless? This playbook will show you the way.
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Conducting an Agency Search During a Crisis
Leading Edge October 15, 2020You’ve decided your plans to conduct a search for a new agency need to move forward despite a national emergency such as a pandemic. How do you hold credentials and pitch meetings remotely? How do you evaluate the chemistry with agency search participants? This playbook answers these questions and many more.
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