how to choose the right ad agency - Google Search

Just another example of Google magic by The Next Wave- we’re number 3 with our post on selecting an advertising agency- something that seems to bewilder so many clients.

The saying in the business is companies get the advertising they deserve- but many times, they get the wrong advertising by picking the wrong agency. It’s not just a question of size, or expertise- many times it gets down to passion.

Does the agency have a passion for your product or service- and are you spending enough to make that passion translate into a mutually valuable relationship?

My neighbor works for Iams, manufacturer of premium pet foods. He worked their before P&G and after- and as we were painting his carriage house- we agreed on one thing that hasn’t changed: Iams still has bad advertising.

Of course, the moment P&G bought the company- big agencies took notice- and Satchi now has the account. There are also “Brand managers” and “Assistant brand managers” running aroung all over the place. Does this make for better ads- or better strategy? Of course not- and for all the gains P&G has made with their distribution might- one may consider that they’ve actually lost customers by losing their cool cred. Much like Ben & Jerry’s lost their cool when they sold out.

Satchi looks at Iams as a piece of the P&G world to service- and reap the revenue- a smaller agency might look at the account as a stepping stone to bigger things- the right agency would look at it as an opportunity to spread the word about a great pet food- and how it can make your relationship with your pet last longer and keep your four-legged friends healthy and happy.

If you aren’t happy with your advertising- take a look at why you picked the agency you picked- and how you work with them.

Maybe there should be a new career field counseling agencies and their clients- to bring the passion and love back into the relationship- just like marriage counselors?

Or, maybe you should just divorce your agency and get back on the ad dating circuit- since you’re reading this- you are obviously shopping.

What do you think?