Agency searches can be greatly improved, consultant says

01/16/2013 | MediaPost Communications

Characterizing the current agency search process as too slow and costly in "a marketing world that runs at the speed of light," search consultant Avi Dan maintains that reviews are due for an overhaul. The typical search that lasts as long as six months can be streamlined and shortened to five or six weeks and "lead to a more informed pick, and a stable, long-term relationship with the agency," Dan said. He also recommends that pitch meetings be replaced with workshops, so that marketers can "evaluate how well the agencies develop strategy and creative work, how they think, their ability to work fast, and just how passionate the agency team is."

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