It’s time for marketers and agencies to revisit the ad agency selection process. For years, clients have asked agencies to submit responses to a never-changing Request for Information (RFI). The typical RFI asks agencies to answer a laundry list of questions – in some cases, so many that they generously allow agencies two weeks to a month to respond. (Then you have to actually read all of those documents, of course.) And then there’s a pitch, which might include a request for spec strategy and creative.

In other industries the process is simpler and more streamlined. The clients ask organizations to share their capabilities and then they ask about pricing. The client makes a decision based on what’s been shared. No free work. No weeks or months of extra requests. No hidden budgets. 

It’s time to adopt a more rational approach.  Here are four simple steps I think will make it faster and easier for marketers to find and select a new ad agency partner:

1. Do your homework: visit the websites
Since the dawn of the internet, we’ve been developing company websites to better communicate what an organization does, what services or solutions they offer, the clients they have and the senior team that leads the company. Spend a few hours looking at different agency websites to see if they meet your requirements. Consider whether they offer the services you want and if they have client experience you think could be relevant to your team. Why have the agency spend a month answering questions and formatting a response when the answers are often right there on your site? Take the time to review it, and it’ll save both the agency and yourself time.

2. Have a 30-minute call with a shortlist of agencies
Once you’ve had the chance to visit the agency websites, narrow your list to several you feel represent a lot of what you’re looking for in a partner. Then spend 30 minutes on the phone providing each agency the background on what you’re looking to accomplish and allow them to ask a few questions to see if they’re a good fit for you as well. Yes, that’s right. If they’re not a good fit, this will be an opportunity for them to communicate if they have the skills to participate in your agency process. And the most important thing to talk about with the agency during this call is budget. Let the agencies know up front what your estimated budget will be, even if it is a ballpark. They’ll be able to decide if they’re able to participate. Believe me, they want to be mindful of their time and you want to be mindful of yours.

3. Spend an hour with a few agencies to review capabilities
Having provided some background on your organization and what you’re looking to accomplish with an agency, invite a short list of firms to each spend an hour sharing their capabilities with you. Have them show you some of the work they’ve created with other clients that are relevant to you. No spec work, just previous work. Have them talk about their measurement and analytics and how they’ve proven their value for previous clients. Whether in person or remote presentation, this saves a tremendous amount of time and effort for both client and agency. Either way, it will give you a sense of chemistry, which is one of the most important criteria client prospects use in their selection process, after understanding if the agency is strategic and creative.

4. Narrow your choice and make a decision
You’ve met with all the agencies, they know your budget, and it’s time to make a decision. Did the work they shared feel relevant? Was there good chemistry? Did they seem interested and insightful? If so, narrow your decision to a couple of shops and let them share pricing for the work you’d like completed. Now you should be ready to make a choice. 

And by the way, don’t make your decision solely on price. When procurement is involved, agencies always feel that they will be hammered down to the lowest price. Your organization is building its brand or trying to drive leads and ultimately sales, and selecting an agency on the lowest price isn’t the best way to ensure success. Work with the agency that you feel will have the most impact now and in the future. Saving a few dollars won’t grow your brand but having a smart partner that can meet the KPI’s or achieve the objectives you discussed just may.

Let’s make the agency RFI process simpler. With these four steps you’ll be up and running with a new partner in a few weeks. 

I’d be happy to spend a few minutes talking about how you can streamline your process and get an agency on board to help you achieve your business goals. I’ve got almost 30 years of agency business development experience and am always open to a conversation. Feel free to reach out at [email protected].