Chemistry, most important thing to look for when choosing an agency- professionals
By Zion Rufus
Based on the ongoing argument on the most important things to look out for when appointing a new agency, some professionals across the marketing and advertising landscape have agreed that chemistry and passion beats all other criterias.
Statistics pooled from responses of marketing communications professionals who participated in the LinkedIn survey launched by CMO and Author, Harry Lang revealed that 5% of marketers voted that Value for money was more important; 30% agreed on Skills & experience; 45% voted on the prevailing importance of Chemistry & passion; and 20% maintained that Best response to the brief was of utmost importance.
Commenting on the poll, Harry Lang said: “Finding the perfect agency partner is much like dating as a quintessential Billionaire. Everyone’s interested, but most won’t be the perfect fit. Filtering the Cinderellas from the Ugly Sisters is no mean feat. Some will just be in it for the money. Many will flatter to deceive. Others want the cachet of your name in their trophy cabinet. Most will try and attract you with promises too marvelous to ignore (and impossible to deliver against). A minority will be a great match (but with compromises chemistry is rarely a perfect science).”
Begging to differ, Stu Lunn, Managing Director at Havas Media Group, said: “The mix is the ideal. Of course, this is a two-way street that agencies probably have a certain view of too. I’ve lost count of the number of brands who (over the course of my career, not specific to one agency) brief with this outcome in mind, and then end up demonstrating they’re really bothered about cost.”
CEO/Founder, Pasol Interactive shared: “Really, the answer is ‘it depends’. There are as many agencies as there are customers, and the perfect agency for one will be different from the other. As for any project, clearly define your needs first, then find the agency that’s the best match.”
Validating the value of chemistry in an agency-client relationship, CEO, Independent Agency Search and Selection Company (IAS) and managing partner for SCOPEN in the UK and South Africa, Johanna McDowell explained: “Chemistry is a really important aspect of what we look for in a pitch process when we are helping the clients we work with to choose the agency they can work with. It is also a very important part of an ongoing relationship and certainly when we are doing relationship management or measurement work between existing clients and agencies with a view to improve performance, chemistry is one of the key elements we look for. The absence of chemistry in an agency-client relationship will totally lead to the breakdown of that relationship.”
RECOMMENDED ARTICLES
Comment
No comments found.