A More Objective Approach to Finding a Better Agency

Too Much Subjectivity

Most marketers and most agency search consultants treat the process of finding a better agency, as more of a subjective review. Very little, if any objectivity goes into the process.

Other than looking at case study results for the clients of the agency under consideration, there is little else that is objective about the search process…until now.

An Honest Indicator of Marketer-Agency Fit

At the start of this year, our internal AI team developed a model to help objectively define the character, profile, and strength of agencies being considered by a marketer.

Our team used 100’s of agency inputs to create what we call the AI-Brand Compass Model.

The Model analyzes an agency’s public-face and shows marketers exactly how AI systems are reading and interpreting an agency.

A More Succinct Definition of What a Marketer Wants in a New Marketing Agency

At the start of the search Marketers select from one of four distinct archetypes and qualities tied to those archetypes to paint a more complete picture of what a right fit firm looks like. Only using what’s given to you as a marketer, in a final pitch or an RFP response only paints part of the picture. Having a more objective review of fit helps better guarantee that the relationship you establish will carry forward for decades.

The AI-Brand Compass Model

Originally designed to help marketing agencies better refine their positioning, its application has also found its way into the agency search world of RSW – allowing them to layer on a very objective review of marketing agencies under consideration.

Experience matters. Technical expertise matters. Breadth of services matters.

All these things (and more) matter when finding a better marketing agency.  You want them to do and be all these things.  But a lot of what makes for a truly sustainable agency-client marraige is a solid relationship.  And the best way to do that is to dive deeper and more objectively to see if what you’re marrying is really exactly what you were looking for.

The AI-Brand Compass Model helps marketers achieve that end.