There is a lot of scepticism about the value delivered or added by advertising agencies. Many people consider them a necessary evil whilst an increasing number of people I talk to just consider them evil. Whilst this scepticism is well founded, I believe that a good advertising agency engaged on the right basis can add […]

There is a lot of scepticism about the value delivered or added by advertising agencies. Many people consider them a necessary evil whilst an increasing number of people I talk to just consider them evil. Whilst this scepticism is well founded, I believe that a good advertising agency engaged on the right basis can add a lot of value. In saying that, I admit to having once worked in the industry. I don’t anymore. Before addressing how you extract full value from your agency I will address the critical issue of selecting the right agency, or the agency that suits your organisation. In this regard I think there are a number of critical issues. They include: – Not assuming that bigger agencies are better at what they do – Not assuming that smaller agencies are cheaper – Not assuming that advertising will be involved – Knowing what it is you…