If you have a large budget, shop around for two or three advertising agencies where most of the clients have a similar expenditure. Assure yourself that the agency's philosophy fits comfortably with your own and you can work productively with them. Give each agency an identical brief. Tell them where you are, where you want to be, and how much money you have to get you there. Then ask them to make a presentation (normally free). If their presentation makes good business sense, satisfy yourself that your account will be important to them and that you have their commitment to your stated aims. Negotiate hard but leave enough on the table to ensure you get good service. Once you appoint them, within normal limits, trust them. Nothing turns a working relationship into a friendship like joint success.
Tip Losers choose those they find most compatible. Winners have the courage to pick the best solution.
Was this article helpful?