WESTFIELD, N.J., Oct. 12 /PRNewswire/ -- Don't hire an ad agency; at least not initially especially if you are hunting for a great marketing ideas. It is not because an agency can't come up with something great. It's just that you will limit your options to uncover new marketing ideas.
Most clients follow tradition process in attempting to find fresh marketing ideas. They send out an RFP, interview agencies, then develop a short list of 3 agencies and ask for a presentation.
The one agency that demonstrates the best chemistry makes clients laugh, exudes overwhelming charm, gives the appearance of understanding the client's business and shows some cool creative work usually wins the business. In many cases they are not the best choice, which becomes apparent very quickly. Proof of this old school way is in NYC the average client agency relationship last thirteen months.
"If a client asked me to help them select the best agency in pursuit of a great marketing idea, I would suggest that they interview seven or eight agencies, hire the three best agencies, give them all the same project and pay them a fair compensation for their efforts. Then, select the one agency with the best ideas," stated John Howlett, CEO of AvizaGroup, an advertising and marketing consultancy.
There is one problem in trying to uncovering great marketing ideas. You need a little skill and discipline to recognize a great idea. My experience is most people dismiss fresh new ideas as crazy or even silly.
"The best way to appreciate a new concept is to live with it for a few days, let it simmer a little, don't immediately pass judgment and dismiss it as a whacky idea too quickly," according to Howlett.
Taking a chance on a new unproven marketing idea can be a bit risky. You need to "think differently" to quote an old Apple Computer ad campaign especially when you want to discover new ideas.
John Howlett is CEO of AvizaGroup an advertising and marketing
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