As a CMO, it can't be easy to find the right advertising agency for your brand these days. My agency, StrawberryFrog based in New York, has attracted clients ranging from P&G to BlackBerry, from Jim Beam, the Smart Car, Wal Mart to Heineken, even the city of Dubai. How do clients find the right agency? How do you know whether you're getting the best service for your brand? The internet has created too much information. A few companies have excellence in sourcing quality partners such as P&G. But for the rest, how do you find a the right partner customized to your needs? Or are you stuck with an off the rack solution? What is the science behind finding the perfect match? How do you know which agency has the right level of innovation and modern thinking? Is it those with great legacies of the past? Does it matter that an agency is 50 years old or is this a great risk for old ways of thinking?
Is it fundamentally the work? Is this the right yardstick?
Is the best option to ask a fellow CMO or perhaps an agency consultant such as Select Resources?
Perhaps, you need a PHD to reach the right conclusion.
I will be opening day two of the Mirren New Business Conference at 8:30 am on Tuesday 12 April 2011, in New York.
How do you think brands can find the best agency for them? I would appreciate hearing your comments.