ImagineAgency - Services

9. Once the creative presentation is completed, the next step is to examine media planning and buying for the same clients whose creative you have just dissected. Media is one of the toughest, most important, and under emphasized areas to be judged. It’s where the bulk of your dollars go.

10. Ask the agency’s senior media people about planning and buying strategies, not just computer systems and programs. How will they manage your media dollars? How do they evaluate media and audience data? How do they evaluate media schedules against the competition before, during and after a campaign?

11. One other thing relating to media. Does the agency intend to use a media buying service or do they do the buying in-house? If the former, spell out whether you intend to choose the company, be party to the selection, or want to delegate it to the agency.

12. Next, you need to evaluate production services. In this case, it is especially important to inquire about the relationship between the agency and the printers, service bureaus, typographers, film houses, and others who do outside work for the agency.

13. Afterward, arrange for committee discussion. This will allow all members to have a chance to air their feelings. Tabulate the evaluation sheets and notify all committee members of the results and your recommendation. This is the meeting to discuss the "chemistry" between you and the agency. No matter how competent an agency may seem, if you don’t have a good feeling, or if you don’t look forward to working with the agency team, DON’T CHOOSE THAT PARTICULAR AGENCY.