ny. This is an entity that serves as the gateway for your
ad agency, PR firm, etc. You can have a single contact
who vets all the creative and other content, so that by
the time it reaches your desk it meets your standards.
HAVE CLEARLY DEFINED ROLES AND
Finally, once you’ve moved in together, you have to
establish the right agency management team, and
that can be like the proverbial cat-herding job. Who
reports to whom, when, and why? At each of your
vendors, efficiency is realized by having the appropriate title in charge of the work. Do you always need
a VP-level executive (at a VP-level hourly rate) in
charge? Or can you manage the process with someone
else who’s competent rather than titled?
Also, you don’t want agencies constantly searching for
additional work: if they stick to the assignment, the
“extra” projects will naturally come from the results.
Financial management is similar: don’t tolerate mission creep into areas you didn’t originally define. If
they are careful with your budget, that’s a good sign
that they’re a potential long-term partner.
And then there’s timing, the bane of every project.
We live in a complex, highly-regulated atmosphere
that is extremely demanding of detail. Every comma,
period and tweet has to go under the microscope.
At the same time, you want to get your message to
market in an ASAP fashion. Remind your vendors
that they should have the same schedule in mind. If
they’re chronically late, you’ll get cranky.
So here’s the executive summary, at the end where
it doesn’t belong:
And they wouldn’t like you
when you’re cranky.