Case Studies
Fantastic Sam’s – In the Hunt for an Agency with Franchise Expertise
Fantastic Sam’s was a company run by its franchisees and they really didn’t have a good plan in place for getting the most out of their media buys. The franchise committee decided that needed to change so they employed RSW/AgencySearch to help them find a new agency.
Situation/Background
Fantastic Sam’s was at quite the crossroad. Over the past 15 years, business had been trending down. Some salons were old/outdated. They were struggling to bring younger consumers into the fold. Franchisees felt like there was no clarity in the direction of the firm and the felt like they weren’t getting the best from their agency when it came to media buying for the brand. They needed leads. They needed a better positioning. And they needed it fast.
Search Requirements
Fantastic Sam’s was looking for an agency with extensive franchise experience that not only knows how to manage at the local level, but can also operate more broadly to help bridge the divide that exists between the franchise group and corporate. In addition, Fantastic Sam’s was looking for a new agency that could bring solid media planning and buying experience to the table, was a proactive thinker, and a sound strategist.
Agency Selection
RSW/AgencySearch went to work looking for best-in-class agencies in the franchise space and after its broad reach-out and interview/pre-qualifying process, narrowed its list down to a final group of three agencies for consideration by the Franchise Board. In the end, the board split the assignment, giving one of the agencies the media planning and buying assignment – and one of the agencies the creative assignment.
