Advertising Agency Guide
Advertising is such an important element of many organisations’ marketing plans, in terms of bringing in more sales and better awareness of your brand, whether it is a product or a service.
If this is indeed a goal for your organisation, then you will need to formulate an advertising strategy.
Leo Burnett describes advertising as dealing with human needs, wants, dreams and hopes. The product of advertising cannot simply be turned out on an assembly line.
So your advertising strategy needs to be very well thought out and unique to your organisation. An advertising agency can help devise this strategy and create bespoke media campaigns to promote your products or services.
So what is involved in choosing an advertising agency?
In a nutshell, the agency needs to be the right fit for you and your organisation. Communication is central to advertising and first on the list is to ensure that you find an agency whose key people, the ones dealing with your account, are people you like and can talk comfortably with.
Other questions to ask potential ‘suitors’ include:
What do they know about your industry?
What do they charge, how do they charge, and how do they measure the effectiveness of their campaigns?
Do they have their own in-house digital division? Or, in simper terms, do they offer search engine optimisation and pay-per-click agency services; if so, do they have their own expert staff or is this something they contract out (effectively costing you more)?
It might sound obvious, but make sure you are dealing with competent professionals.
David Ogilvy once wrote that advertising agencies are infested with men and women who cannot write.
Check out the work of each advertising agency on your shortlist and look at their campaigns for other clients.