One seemingly complex issue often facing marketers is how to go about picking the right agency with which to work. True to my obsessive drive to simplify, I’ve attempted to break the process down to something easy – ergo, the “Three C’s.”
Cost, Capability and Chemistry are my “Three C’s”. Each should be factored into any decision involving agency choice. I would submit that Chemistry is the most important.
Cost is typically straightforward, essentially boiling down to low, medium and high (it’s really value one should focus on here). Capability? Well, if quality agencies are invited to the party they are all going to be solidly capable. That leaves Chemistry, which is a far more difficult attribute to demonstrate and assess – especially in a managed, objective RFP process.
To ensure the best outcome, you should get at the true essence of your potential agency partner. What are the people you’ll work with like? What defines the agency’s culture and values? What are they most proud of and passionate about? How do references describe the agency’s personality? Are they collaborative or directive?
Good chemistry is the core of any successful team or lasting relationship. I believe it’s a big reason why d.trio has maintained many client relationships three to five times the industry average.
Above the objective nuts and bolts of cost and capability, your gut feelings regarding the answers to the above chemistry questions will likely be the best determinant as to who should be your date for the dance. (Just make sure you get them home by midnight).