I have been working on an important project over the last few months. A while back we decided to look into the possibility of using an outside agency to help us update some of our legacy brands. I wanted to share some of the qualities I have been looking for and the process I have gone through as I have been working through this important project, but before I go into this let me quickly talk about the why.
I lead a team of about 60 talented and devoted people all of whom work in some capacity to support the marketing and advertising efforts for five corporate stores and hundreds of small, independent stores. Our company has overcome a number of big challenges recently, including new leadership, changes and refinements to direction, and several strategic reductions in force. Despite these challenges, my team has been quick to respond and eager to take on new responsibilities. To add to the challenge, we were given the responsibility of managing several brands that had previously been handled by another team.
These specific brands had been well run, but with a definite focus on price, promotion and event marketing. Over a ten-year period, little attention was devoted to actually nurturing the brands. As a result, the brands suffered. We knew that we needed to take decisive action to reinvigorate them which is what put us on the hunt for the right agency. So what have I been looking for?
1. Strategic Thinking
We have been a company that has been quick to jump to tactical thinking. Knowing this, we need to have an agency partner that can provide sound strategic guidance and be willing to make a stink when we get off strategy.
2. Local
We are a large local company that supports hundreds of small, locally-owned, family businesses. As such, we want to work with a partner that is local.
3. Collaborative
As I mentioned above, I am responsible for 60+ team members and want to work with an agency that is willing to work side-by-side with my team. My hope is that we can learn from one another and bring out the best in both.
4. Emotional Connection
If you cannot move the team sitting around the table with you during the pitch, how in the world do you expect to move our store teams and customers?
5. Brand Experience
We are responsible for managing several aging legacy brands. Our agency partner should have experience launching new brands and reinvigorating old ones.
6. Commitment to Research
Good research equals good decisions. We cannot afford to fail.
7. Risk Takers
My hope is that bringing in a fresh perspective will equate to fresh creative. More importantly, we need an agency partner that is willing to speak their mind, challenge our norms, and push the limits.
8. Balanced
We are small and need an agency partner that can help our company figure out how to maximize our spends.
There you have it – 8 specific traits that we have been looking for as we have met with our potential agency partner. I will be back soon with a peek into my personal approach to this process.
