A-Date: a Guide to Choosing an Agency
Few things are more important to a company’s marketing efforts than choosing the right agency. But it
involves many decision factors. Do they have the right
experience in our sector? Do they have the full complement of skills? Do our cultures match or clash?
It’s complex, like picking a spouse. And often the dating period seems just as long. So you want to be sure
you get it right.
Let’s examine the process. Why are you looking for
an agency? Sometimes it’s because you’re growing
and need more marketing firepower, maybe for a new
launch, or because your current agency is underper-forming. Maybe you’re looking for a specialty shop
that will fill in some niche expertise. Each of these has
its own path, but all have some basic considerations in
Global Commercial Development
LEE ANN KIMAK