Ad. Agency
Selecting an ad agency to put your company on top of the competition
can be as difficult as deciding which ad you like most these
days. Some tips on how to select your ad agency:
 Flip
through magazines, watch television. List out the ads you like
most and find out which agency made them. Find out which of
these are working for your competitors and so are unavailable
to you. After the shortlisting, choose the one you think suits
your needs. Arrange a semi-formal meeting with the head of the
agency and creative director. If the relationship turns out
to be mutually beneficial and cordial, initiate the next phase,
i.e., drawing up your contract. Don't haggle over the price
your agency demands. Negotiate as you would with your lawyer
or accountant. Insist on a long term contract. All this will
ensure that your agency does not ditch you for your competitor.
Keep a tab on the working of the creative team to make sure
you get what you want. But treat them with kid gloves - it's
creativity that's involved! If your account is too small to
interest a big ad agency, advertise for an experienced copywriter
and visualiser, who can work for you on a freelance basis. |
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