Our 3-Phase, “Right Fit Forward” Agency Search Methodology

Phase I: Discovery

Step 1: Agency Archetype Definition

Our AI-Brand Compass Model has identified four distinct archetypes, each that represents a different type of markeging agency (e.g., Integrated Growth Engine, Brand & Story Architects) as well as the qualities tied to each of those archetypes.

At the start of the search marketers select one of four distinct archetypes and qualities tied to those archetypes to paint a more complete picture of what a right fit firm might look like.

Step 2: Assess Initial Fit

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.

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.

It is at this stage that we run all 15 agencies through our AI-Brand Compass Model to help us find the agencies that are solid fits for the marketer’s business.  It’s at this stage that we compare the marketer’s archetype and qualities selections to the results from the diagnostic assessments of each of the 15 agencies.

Phase II: Design

Step 4: Dig Deep with the RFI

From this list of 15 agencies, we select the 7 that rise to the top in our AI-Brand Compass Model assessment and also those 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.