Criteria for Selecting an Advertising Agency (Marketing video 177)

Criteria for Selecting an Advertising Agency 1. Creativity: One of the most important criteria in selecting an advertising agency is the comparable implementation of the clients brief. Creative agencies go a step further than just informing about the brand. They…

Criteria for Selecting an Advertising Agency (Marketing video 177)

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Criteria for Selecting an Advertising Agency

1. Creativity:

One of the most important criteria in selecting an advertising agency is the comparable implementation of the clients brief. Creative agencies go a step further than just informing about the brand.

They have to do out-of-the-box thinking. Thus, they can instantly and easily attract customers attention.

This video is on Criteria for Selecting an Advertising Agency and it has the following sub-topics.

Time Stamps
0:00 Introduction
00:19 Creativity
00:35 Objectivity & Initiative
00:48 Agency Accreditation
01:03 Specialisation
01:18 The Scale of Operation
01:35 Service Fees
01:51 Confidentiality
02:07 Guidelines to Maintain Agency – Client Relationship
02:12 Guidelines for the Clients
02:48 Guidelines for the Agency
03:31 Example – Wieden+Kennedy & Clients

This video Belongs to the following playlist on Marketing
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2. Objectivity & Initiative:

The advertising agency’s point of view about the product should be conveyed to the client. Advertising agency must attempt to present an unbiased approach and its suggested charm.

3. Agency Accreditation:

The professional status of an advertising agency is confirmed after its accreditation. This guarantees a particular level of quality of the services to their clients.

The code of ethics set by the media owners have to be followed by the accredited agencies.

4.Specialisation:

Clients are sometimes attracted by advertising agencies that specialise in specific fields of the business.
For instance, very few advertising agencies deal with financial advertising as it is an extremely specialised area.

5. The Scale of Operation:

A vast range of services is offered by large-scale advertising agencies under one roof. They have a benefit over small scale agencies.

Large-scale agencies bring along prestige, knowledge and media connection. That is why clients desire large-scale agencies.

6. Service Fees:

The basis of agency compensation is different. Commission basis used to be a conventional form of remuneration for agencies. Now for their creative work, agencies are charging service fees.

Before selecting an advertising agency, the client can compare different fees charged by different agencies

7. Confidentiality:

Product information and other sensitive details are shared with the advertising agency by the company. This information must not be exchanged with a third party.

If an agency deals with a competitors account, the company may not prefer doing business with the agency.

Guidelines to Maintain Agency – Client Relationship

1. In order to make a beneficial advertising campaign, the client must give details of the products and other necessary data to the agency.

2. Clients must behave toward advertising agency with courtesy. They must respect the team working on the campaign.

3. The client should share their ideas and recommendations with the ad agency.

4. Giving approval to the advertising plan must not be delayed by the client.

5. The agency must be compensated as per the terms agreed to by the client.

6. Any situation which may lead to confusion, conflict or misinterpretation with the advertising agency should be avoided by the client

Guidelines to Maintain Agency – Client Relationship

1. Any work by the client’s competitors must not be accepted.

2. Collection of information about the business like features of the product, position in the market, channels of distribution, etc. should be met with enthusiasm by the agency.

3. The compensation terms must be discussed and finalised while accepting the assignment. This will prevent debates and misunderstanding in future.

4. The agency should maintain communication with the client, even when the work is still in progress.

5. Regular feedback should be taken from the client about the quality of service and level of satisfaction with agency services.

6. Regular feedback should be taken from the client about the quality of service and level of satisfaction with agency services.

Example – Wieden+Kennedy & Clients

Wieden+Kennedy was established by David Kennedy and Dan Wieden in 1982. It started off as a boutique shop in Portland, Oregon, with Nike as their only client.

W+K now has offices in Amsterdam, Tokyo, São Paulo, New York, London, Shanghai and Delhi. They are the largest prevailing independent agency in the world.

Their clients include KFC, Ford, Bud Light, and Old Spice. W+K has successfully aimed to deliver conventional, high-impact advertising for major brands.

Along with the conventional methods, they continued to adjust their skills to contemporary storytelling equipment ranging from podcasting to A.I.

Above was the summary on Criteria for Selecting an Advertising Agency.

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