The Process
Jones Lundin Beals (JLB) has developed a well-proven process to aid marketers in their search for new/additional outside agency resources. In our search assignments we use the following process architecture and timetable as starting points for reaching specific agreement on the project at hand.
Each assignment has its unique character, and thus each marketer brings his/her own specific requirements and corporate culture to the project. These inputs and differences are factored into what becomes THEIR search.
In this spirit, the JLB process typically follows the four steps outlined below.
STEP I. RESOURCE IDENTIFICATION
The most critical goal of this step is helping the advertiser build a legitimate list of candidate agencies that appear to meet basic screening criteria - including conflicts - that have been determined. It is also the stage at which fundamental issues about the search process itself are decided upon, and at which the key "expectations" of the agency, and of the relationship that is to ensue, are established.
STEP II. RESOURCE ASSESSMENT
This is the phase during which a "short list" of qualified candidates is selected for more intensive review, typically based upon the agencies' response to a questionnaire designed to elicit vital objective facts about their structure, resources, accounts, stability and vitality, and their relevant experience.
When a marketer is concerned about confidentiality, particularly at the early stages of this process, we suggest that consideration be given to use of "blind" questionnaires sent from and returned to your consultant. We frequently work that way, and in fact we have completed reviews and selection in which full confidentiality was maintained throughout the process, including awarding of the business.
STEP III. RESOURCE ASSURANCE
Face-to-face evaluation of the candidate agencies takes place during this phase, which includes three critical parts: the Capabilities Presentation, the Finalist Briefing, and the Finalist Presentations.
The first of these encounters allows the advertiser to visit, e.g. 6 - 8, agencies at their offices, and typically seeks relevant prior experience served up in case history format; from this list a few (3-4) finalists are chosen.
The second direct involvement with this final group comes through a Client briefing session, usually one-on-one with each agency. We view this as an excellent opportunity for a chemistry check in which the advertiser begins to learn how the prospective agency(ies) conduct themselves in a working relationship context. We suggest the consultant NOT be involved in this phase, other than helping set the agenda and desired tonality. Selection of the agency comes after the finalist presentations and evaluation of specific responses to a business "challenge." Final confirmation of the agency's selection may be subject to satisfactory negotiation of compensation arrangements, which is the subject of the next step.
STEP IV. RESOURCE CONFORMITY/ACCOUNTABILITY
Whether or not compensation becomes a factor in making the selection, or is settled after the choice is made, it is vital to the new relationship; and it is an issue JLB is ideally equipped to handle. JLB services can include negotiations, assisting in the preparation of the contract, and examining viable performance incentive techniques, if these are of interest to the advertiser.
