Choosing an ad agency: How should it be done?<\/p>\n
JAKARTA (JP): From an agency's perspective, pitching for a
\ncampaign is always a risky option. They have to devote a large
\nnumber of man hours to preparing their presentation. They may
\nalso have to invest in materials. Then there is no guarantee that
\nthey will win the business. For them, it is preferable to be in a
\nsituation where the prospective advertiser invites them to give a
\ncredential presentation.<\/p>\n
In that manner, they will be able to demonstrate their
\ncapabilities to the potential client without having to risk too
\nmuch time, energy and resources. There is always the possibility
\nthat this will happen, since word of mouth and references from
\nother clients also play a major role in getting a new client
\ninterested in them.<\/p>\n
However, from the advertisers point of view, pitching can be
\nthe most effective and fair method of choosing an agency to work
\nwith. During the pitch, the advertiser will select a number of
\nagencies that they think will be able to provide them with the
\nright services.<\/p>\n
They would then invite these agencies to participate and, once
\nthe latter agree to take part, a brief on the product or program
\nto be promoted would be passed on. Based on this brief, the
\nparticipating agencies will then prepare their own presentations
\nand show them to the advertiser. The advertiser then picks the
\none that it thinks will be the most effective ad campaign.<\/p>\n
Because of the huge amount of resources that have to be spent
\nin the preparation of the presentation, an agency will, usually,
\nfirst evaluate the potential size of the client's billing before
\ndeciding to participate in the competition. If the client is big,
\nthe agency may be eager to take part. On the other hand, if the
\nclient is obscure and does not show the potential for bringing
\nthem a large billing, agencies usually reject the invitation. The
\nbigger ones usually do this.<\/p>\n
Factors<\/p>\n
On the part of the client, however, there are a couple of
\nfactors that they need to take into consideration when deciding
\nwhich agencies they should consider doing business with.<\/p>\n
First, according to Alfonso Rahardja, from Inter Admark,
\nclients have to ask themselves whether or not they need the
\nassistance of a full-service agency, an agency that offers \"one-
\nstop shopping\". It will cost more, naturally, but it will free
\nthe advertiser from the hassles of conducting the market research
\non their own, for example.<\/p>\n
Second, they also have to be honest with themselves and ask
\nwhether their billing will become one of the major ones among the
\naccounts that the agency they have in mind already has. They have
\nto keep in mind that, if they become only a minor client, chances
\nare they will not receive the agency's full attention.<\/p>\n
Like many other businesses, agencies will always do their best
\nto satisfy the 20 percent of their clients who give them 80
\npercent of their revenues. Therefore, they will tend to
\nconcentrate on their major clients only and could ignore the
\nminor ones. Consequently, it is not advisable for a small
\nadvertiser to seek services from the top 10 agencies in the
\ncountry.<\/p>\n
They should narrow down their selection to a group of smaller
\nagencies, with the hope that they may become the agency's major
\nclient. Being a major client, they will be able to demand more
\nattention and better services from the people in the agency.<\/p>\n
Third, the advertiser should also choose from among agencies
\nthat they think will have compatible cultures. \"The chemicals
\nmust match,\" Alfonso Rahardja said. For instance, if the
\nadvertiser is Japanese oriented, in all likelihood they will be
\nbetter off choosing an agency with a strong Japanese background
\nand ties.<\/p>\n
They may have a lot of difficulties if they use the services
\nof a Western-oriented agency. The styles will be different, the
\ncultures will not be similar, and their ideas may not be
\ncompatible with each other at all. Keep in mind, too, that the
\njudgment of the creative work is very subjective, and, therefore,
\ntwo people from two different cultural background will most
\nprobably value the same artifact totally differently.<\/p>\n
People<\/p>\n
Fourth, the advertiser should also think carefully about the
\npeople who will serve their interests as the account executives.
\nThey should try to find out as much as they can about the client
\nservice department of the agencies they have in mind, to make
\nsure that they will have strong and capable contact persons.
\nIncompetent account executives will just drive them crazy. On the
\nother hand, arrogant account executives, who think they know
\neverything, may give recommendations based on wrong assumptions.<\/p>\n
Fifth, the advertiser should evaluate themselves and determine
\nwhether they belong to the \"rush\" or to the \"well-planned\"
\ncategory. Some agencies are flexible enough to accommodate rush
\njobs and last minute changes. Most agencies, however, would like
\ntheir clients to be more organized and to plan well ahead of
\ntime. If the advertiser knows that they belong to the
\nunorganized, or that they always want something done tomorrow
\ninstead of next week, they should not choose an agency that
\nalways follows their own strict work schedules.<\/p>\n
Finally, the advertiser should also check whether any of the
\nagencies they have in mind have had any problem with the media.
\nSome agencies may have been put on the media's black list because
\nthey fail to pay their bills.<\/p>\n
The client will find themselves swimming in deep molasses if
\nthey use the services of an agency that cannot buy the media for
\nthem because of the agency's black listing. (zia)<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/choosing-an-ad-agency-how-should-it-be-done-1447893297",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}