An Advertising Agency refers to an entity that is involved in the process of creating an ad from the onset, making plans about its progress and implementation through the appropriate media. Criteria for Selecting an Advertising Agency refer to the basic qualities and characteristics that an organization is looking for so that both the agency and the organization can work in tandem and create a perfect ad campaign. Criteria for Selecting an Advertising Agency Creativity Creativity helps the agency to go beyond the client’s brief and create something extraordinary in the same lines that will touch the consumer’s heart. Objectivity & Initiative An advertising agency must be flexible with a positive attitude and have an unbiased approach so that it can do a good job. Agency Accreditation Agency Accreditation refers to the confirmation of the professional status. These agencies are obliged to follow the established code of ethics and this acts as a guarantee for a specific level of quality that must be maintained. Specialization Some agencies specialize in specific types of ads and create a distinct brand image. Organizations are often attracted to such agencies for specialized projects The Scale of Operation Clients look at the past performances and scale of operation before entrusting their project to the agencies Service Fees Agencies charge differently for every project depending upon the demands and requirements, channels that need to be used, target audience, demographics, and models that they will be using in the campaign. Confidentiality Information is sensitive and an organization should opt for an agency that has the reputation of having high standards and one that will neither leak nor share any information. Guidelines to Maintain Agency – Client Relationship Guidelines for the Clients - Provide all the related product details - Show respect and courtesy - Share ideas and recommendations with the agency - Approve quickly - Provide compensation and fees as per the agreed terms - Avoid misunderstanding through open communication Guidelines for the Agency - Must not accept work from client’s competitors - Information should not be leaked - Compensation terms should be finalized at the onset - Maintain open communication with the client - Ask for regular feedback - Submit regular progress report Example – Wieden+Kennedy & Clients - Just Do it – Nike - Cog – Honda - Raise - Secret This video is on Criteria for Selecting an Advertising Agency and it has the following sub-topics. Time Stamps 0:00 Introduction 00:19 Creativity 00:35 Objectivity & Initiative 00:48 Agency Accreditation 01:03 Specialisation 01:18 The Scale of Operation 01:35 Service Fees 01:51 Confidentiality 02:07 Guidelines to Maintain Agency – Client Relationship 02:12 Guidelines for the Clients 02:48 Guidelines for the Agency 03:31 Example – Wieden+Kennedy & Clients