Barbara Ford, Principal at Phoenix Strategic Advisors, weighs in with Association of National Advertisers on strategic ways to select an external agency partner without requiring costly spec work.
“One way to understand an agency’s capabilities is through quality case studies, which can give insight into strategies and the effectiveness of the final campaign. It pays to be even more specific… ‘Give us case studies that are somewhat aligned with the problem or the situation that we are in. It’s not going to be in the same industry and it probably won’t be a perfect example, but if they can articulate that they know how to deal with this kind of problem, that can be helpful to how the agency thinks.’”
Read the full article at the Association of National Advertisers.