Demand energy and enthusiasm Tendering can be a bit like dating, particularly if you are looking for a long-term relationship with an agency. Ask yourself; do the people pitching speak the same language as you and would you enjoy working with them over an extended period of time? In addition, are they genuinely passionate about what they do? Engaged people will deliver better results. Even more importantly, are they genuinely interested in what YOU do? Have they done the appropriate levels of due diligence and research? How much effort has gone into understanding your needs, requirements and current situation? Don’t be fooled by jazzy creative that lacks substance or relevance. First impressions do count. Trust your instinct. Clarify roles and responsibilities upfront Enquire as to who exactly will be looking after your account on the spot. The last thing you want is to buy into the enthusiastic business development duo and driven director, only to be passed on to a Junior PM with limited experience once you have signed up. Subsequently, don’t be afraid to ask questions along the way. If you’re not quite sure of the exact deliverables being promised, just ask. Tick the box in terms of track record One of the best ways to identify if an brand agency strategy is able to deliver on their promises is by exploring their existing work to date. It’s important to select an branding agency who has gone through this process before, whether by themselves or by engaging the support of external partnerships. BUT! Be wary not to get too specific in your demands. For example, sometimes a lack of experience in your exact industry isn’t necessarily a bad thing. Creativity is about drawing on influences from here, there and everywhere and fresh eyes may bring fresh insights and a fresh approach. The last thing you want is to end up with the same strategy as your competition.
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