WESTFIELD, N.J., Oct. 12 Don't hire an ad agency; at leastnot initially especially if you are hunting for a great marketing ideas. It isnot because an agency can't come up with something great. It's just that youwill limit your options to uncover new marketing ideas.
Most clients follow tradition process in attempting to find freshmarketing ideas. They send out an RFP, interview agencies, then develop ashort list of 3 agencies and ask for a presentation.
The one agency that demonstrates the best chemistry makes clients laugh,exudes overwhelming charm, gives the appearance of understanding the client'sbusiness and shows some cool creative work usually wins the business. In manycases they are not the best choice, which becomes apparent very quickly. Proofof this old school way is in NYC the average client agency relationship lastthirteen months.
"If a client asked me to help them select the best agency in pursuit of agreat marketing idea, I would suggest that they interview seven or eightagencies, hire the three best agencies, give them all the same project and paythem a fair compensation for their efforts. Then, select the one agency withthe best ideas," stated John Howlett, CEO of AvizaGroup, an advertising andmarketing consultancy.
There is one problem in trying to uncovering great marketing ideas. Youneed a little skill and discipline to recognize a great idea. My experience ismost people dismiss fresh new ideas as crazy or even silly.
"The best way to appreciate a new concept is to live with it for a fewdays, let it simmer a little, don't immediately pass judgment and dismiss itas a whacky idea too quickly," according to Howlett.
Taking a chance on a new unproven marketing idea can be a bit risky. Youneed to "think differently" to quote an old Apple Computer ad campaignespecially when you want to discover new ideas.
John Howlett is CEO of AvizaGroup an advertising and marketingconsultancy. He often writes articles on advertising and marketing issues andthe industry business practices. For more information go to:www.avizagroup.comJohn Howlett [email protected]
(908) 303-4440 Cell