Advertiser and Agency Resource Center

Best Practices in Agency Search & Selection

Best Practice in Agency Search & Selection: The Guide for choosing the right marketing communications partner

The Guide for choosing the right marketing communications partner

This comprehensive and expanded report reviews best practices in Canada (including ICA's own Agency Search service), the U.S. and the UK, focusing on both the needs of Advertisers and Agencies.

Commissioned by the ICA, this report was conducted by Sark & Reynolds Management Consultants with the objective "to give advertisers a best-practice guide for finding a new Agency (if a new Agency is indeed what they need.)"

The report was built on three core determinants to making the right choice in a communications partner:

  • Can they do the job well?
  • Do we have the right fit?
  • Do we work well together?

The Guide includes detailed checklists, rating sheets for the various stages of the search and selection process and a stage-by-stage "roadmap" of the entire process of searching for an Agency - what should be considered and required, along with best practices for handling the process. ICA's Best Practices also recommends moving completely away from requesting speculative creative since is not only costly but an outdated and non-predictive method of trying to ascertain what an Agency might produce.

Table of Contents

  • The ICA Agency Search Service - a Process Snapshot
  • Chapter 1 - Search vs. Reconciliation
    • The Value of Performance Reviews
    • Mediation
  • Chapter 2 - Getting Started
    • Determining The Decision Making Team
    • Defining The Scope of Work
  • Chapter 3 - The Search Process
    • 3.1 Stage 1 - Preparation
    • 3.2 Stage 2 - Expressions of Interest
    • 3.3 Stage 3 - Choosing The Short List
    • 3.4 Stage 4 - Agency Visits
    • 3.5 Stage 5 - Capability Presentation (Optional)
    • 3.6 Stage 6 - Work Session (Optional)
    • 3.7 The Downside of Speculative Work
    • 3.8 Confidentiality & Rights Of Ownership
    • 3.9 Stage 7 - Final Selection
  • Chapter 4 - Agency Remuneration & Agreements
    • Memorandum Of Understanding
    • The Advertiser/Agency Agreement
  • Exhibits
    • ICA Scope of Work Checklists
    • Initial Questionnaire
    • Initial Credentials Submission Rating
    • Agency Visits Meeting Agenda
    • Agency Visits Rating
    • Credentials Presentation Ratings
    • Work Session Ratings
    • Mutual Confidentiality Agreement
    • The ICA Agency Search Service

MEMBERS: Free
NON-MEMBERS: Free

AVAILABLE ONLINE in English

For more information, please contact:
Jani Yates, (416) 482-1396, Ext. 230