Globalization, increased competition, vulnerability of consumers’ likes & dislikes have provided an impetus to the companies to spread an intensive awareness of their brand. In such market scenario, Advertising agencies can best serve as a problem-solver for the issues in brand awareness. Advertising agencies can develop an effective campaign strategy for these brands to boost up the image which in turn helps increasing the sale.
But at the same time, companies must be careful while choosing ad agency because an under-qualified agency may tear down the image too. So, what are the parameters to select the right agency? Some are the criteria companies can look for in agencies are:
Expertise: Agency personnel must be truly creative and innovative in formulating a strong advertising strategy. Creativity in idea generation, visualization & copy-writing must be expected in developing an effective campaign.
Research aptitude: Research of clients’ customers & competitors forms the base for further advertising plans. The strategies will heavily be dependent on the valid data collected on demographics & psychographics of client’s customers. Also a great deal of research aptitude is required for the latest market updates & in finding new ways of promotion.
Reputation: Reputation can be identified through agency’s name in the market. Agency’s previous successful work can also advocate its efficiency and build up its positive image.
Tie-ups: Here, tie-ups of agency entail its contact within its Media territory which will be helpful for better Media planning & buying. Agencies must be able to choose right Media for right target audience. Many a time, good tie-ups with Media channels may be helpful to the agencies to procure discounts at bulk purchase of Media slots.
Commitment: Above all, Commitment is another factor that can fetch success to the client’s advertising objective. The client expects agency to direct all its efforts and enthusiasm to bring out an effective advertising plan. For this purpose, the agency should not be engaged with too many accounts that result in job fatigue and subsequently the unproductive outcome. The agency must hire serious personnel, who not only have command on their skills, but also must be ready to explore it fully. Maintaining deadlines is critical for the agencies and this is possible with the help of agency’s dedication towards its client.
How to identify the best advertising agency is always a big challenge but following these tips can help you find the best!
