14. Notify the winning agency by phone and letter. Also notify the other agencies by phone and letter the same day, and thank them for their efforts. Your personal attention to this matter goes a long way, especially if you need to switch agencies down the road. In some cases, you may want to reimburse the losing agencies for their out-of-pocket expenses. There’s no hard and fast rule here, so it’s really up to you.

15. Negotiate and enter into an agreement with your agency. The first thing you’ll want to do is prepare a non-disclosure agreement for the agency to sign, and make sure any conflict-of-interest situations are clarified in writing. Also prepare internal and external announcements on the selection and review them with your agency.

16. Set up your first client/agency general session to establish creative and media strategy. Please be prepared to share all the essential marketing and financial information needed to properly implement a successful advertising and marketing program. Agencies can’t work in the dark. They must be privy to the information needed to make intelligent decisions on creative, media and strategy. This is the meeting to set down line of approval and authority. Make sure no stone goes unturned. Review company policies, deadlines for materials, and operating procedures, as well as billing and payment routines. This meeting will set the tone for the relationship that follows, so it’s important that you all get in the same boat.

17. Begin implementing the advertising program. And good luck to you both.

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