Our POV has been sharpened over the past 20+ years.
The insights gleaned from our New Year outlook marketer-agency surveys, the perspective gathered from our work directly with agencies, and our work to develop an AI-based, honest view of an agency’s fit with a marketing client, helped us create a “Right Fit Forward” agency search process that is more thorough, more predictive, and more effective at finding the right fit forward agency partner firm.
Our 3-Phase, “Right Fit Forward” Agency Search Methodology
Phase I: Diagnose
Step 1: We learn from you
We start our marketing agency relationship advancing search process by defining the scope of the search with the marketer. Once defined, we use the criteria outlined in the scope to search our agency list of 10,000 agencies and identify 100-150 agencies we believe meet the requirements for the search. Every site is reviewed thoroughly and from this review, the list is narrowed to approximately 30 agencies that appear to be a good fit.
Step 2: Assess Initial Fit
Pre-qualifying questions about the agency’s experience dealing with issues similar to the marketer’s challenges are shared with these 30 agencies. The marketing client is not revealed at this point in time.
Step 3: Diving a Bit Deeper
From the agency list of 30 firms, we narrow the list to 15 agencies that are interviewed. The marketing client name is not revealed.
Phase II: Design
Step 4: Dig Deep with the RFI
From this list of 15 agencies, we select the 7 that we believe bring the best experiences and expertise, aligning nicely with the needs of the marketer.
An RFI (request for information) is drafted by our team and shared with the marketing client for review and ultimate approval. The RFI is sent to the agency list of 7 finalist.
Step 5: Evaluate Thoroughly
RSW/AgencySearch reviews all responses and shares the responses and their recommendations (for the 3 finalist agencies) with the marketing client.
Step 6: Identify Cost and Thinking
RSW/AgencySearch issues an RFP to initiate the process of defining scope and cost. From here a final set of 2-3 agencies are identified to move into the final Pitch phase.
Phase III
Step 7: Define Pitch Challenge
RSWAgencySearch creates a “Challenge Document”, which outlines the requirements for the finalist agencies when they present (either “live” or via Zoom) to the client. The marketing client reviews and ultimately approves the Challenge Document.
Step 8: Q&A/Chemistry Check
In between the receipt of the Challenge Document and the final pitch presentation, RSW/AgencySearch organizes “Q&A/Chemistry Calls” with each of the finalist agencies separately (with the marketing client). These calls give the agencies an opportunity to learn more about the client’s business and clarify expectations for the final pitch presentation.
Step 9: Pitch & Select
RSW/AgencySearch manages all communication between the agencies and the marketing client. They organize all of the scheduling of meetings. And they attend the final pitch presentation to offer perspective to help in the selection of the winning agency.