Ever had a professional moment that amazes you to the point of rendering you utterly speechless? It is said that something happening once is a fluke; twice it’s a coincidence; and three times it becomes a pattern. Well, I believe there is a disturbing pattern in the agency business that has resulted in far too many client/agency relationships ending after a mere 18 months. Whether a search firm or corporate marketing executive, anyone charged with finding and selecting an agency needs to understand three simple, yet critical rules in order to make better, more informed decisions when selecting an agency. These three rules should also apply to agency executives when agreeing to work with a given client. The fact is all clients are not right for all agencies. Three Rules of Thumb Let’s face it: it can be a nightmare for agencies to jump through RFP hoops. Agencies are often asked to provide speculative work with little or no knowledge of the client’s real goals — or the client’s RFP may simply be going through the motions. Sadly, we all have likely experienced times when organizations send out blind RFPs in an effort simply to procure free ideas. It is challenging enough to secure new clientele and the work involved to secure them is, at times, overwhelming, particularly for a small to mid-size agency. Be sure the work involved in securing that client is well worth the effort. You have to know when to hold ‘em and, well, you know the rest. There is a sad adage that goes something like: the day you sign on your new client, you are one day closer to losing it. Put another way, it takes nine months to secure a client, and nine minutes to lose one. Why? Though it may seem trivial, there appears to be a recurring theme: discovering with increasing frequency that agencies come and go, both the client and agency have to be smarter about whether to work together. First Rule of Thumb: Size Matters If your company’s account value does not represent a significant portion of agency's total billings, you will be hard-pressed to have top senior talent assigned to your account; the agency has already assigned its top talent to larger accounts. This is a clear sign that the agency is probably too large for you. Companies and agencies should determine whether budgets are compatible with the size of the agency. An agency playing out of its league is an easy way to lose a client. Clients with relatively smaller budgets should work with an agency that specializes in that arena to ensure outstanding service. You don’t want to be a small fish in a large pond. Be honest about budgets and work together to determine immediately whether you and the agency are compatible. Warning signs the agency might be too big for your budget: The agency says, “I’m really busy right now,” or, “As soon as I finish up with (insert client du jour here).” Other signs: meetings are regularly cancelled and rescheduled, or there is just a general feeling that you are not receiving the attention you want. As the client, you should feel like royalty and be appreciated and counseled properly. All clients, regardless of budget, are valued and important and deserve to be; you just must find the right agency for that budget. Second Rule of Thumb: Personnel Matter Now that you know your budget is in line with the fee structure of your agency, the next important task is making sure you mesh with the personnel and the expertise of a particular agency. Be sure to ask if the individuals in the review will be involved in the day-to-day handling of your account. Be sure to meet those who will be handling your account, because no matter how large an agency is, your budget will dictate the account team. These are the individuals you want to meet because that is really who you’re hiring. For example, we are a relatively small agency. Even though I’m the president of Applegate Media Group, I handle many of the daily tasks assigned to clients, giving them the benefit of my expertise developed though many years in the business. I enjoy media strategy and planning, which is why I got into this business in the first place, not to have unnecessary staff meetings or push paper. Smaller agencies tend to have the ability to be a bit more nimble, opportunistic and certainly hands on with a more seasoned executive. If that is important to you, be sure the chosen agency fits within these guidelines. It is impractical for agency heads to be involved in the day-to-day activities of every account; and in some instances, you wouldn’t want them to be. Again, ask about the practical expertise of the personnel assigned to your account. Warning signs you have the wrong agency personnel: You’ve never seen or met the owners or leadership of the agency. What’s worse, the only time you met the leadership was during the review and sales process. Other warning signs: you are constantly having a new account executive assigned to your account; and those assigned simply don’t understand your organizational goals or your industry. Third Rule of Thumb: Alma Mater It may sound obvious, but don’t select an agency because the account executive is your old drinking buddy from college. Remember that time you bought a car from your weird uncle? Same thing. While personal relationships are indeed important, selecting the right agency is an important decision for an organization, and should be based on sound principles of return on investment and achieving measurable objectives. If you are considering your old college friend, be sure he or she has the expertise and the right personnel to make a good impression on both your target audience and your boss. Further, does he or she have the necessary tools, the staff and the expertise to achieve your core objectives; and is there a measurable way to go about it? In the media strategy, planning and buying business, advertising and business marketing executives understand that no matter how great the creative of an advertisement is, if the right audience doesn’t experience the ad, the metaphoric tree has simply fallen silently in the woods. With ever increasing and complex media options competing for the hearts, minds and wallets of consumers, the need for media management expertise that efficiently and strategically connects businesses to their audience has never been higher. Your friend can still be your friend, just make sure he or she can do the job. This is true regardless whether it is creative, web development, brand or public relations. Establish the Roles Immediately Clients must be willing to do their upfront due diligence when selecting an agency; this involves finding the right size, right expertise, and right personnel for your program or project. If you don’t, you’ll simply find yourself unhappy and searching all over again. I personally believe that RFPs are foolish and show a general lack of understanding of your own business. Find several agencies that fit these three simple rules and ask four or five of them to come in for a formal presentation, and make your selections from there. Trusted referrals are also a very good thing. Be sure that your expectations are in line with reality. A good agency will take the time to go through reasonable expectations based on your budget and your specific goals and objectives. In the end, we all want to impress. A good marketing executive needs his or her product, service and brand to make a solid and lasting impression. Changing agencies every 18 months is a surefire way to erode a brand. Using a sports analogy, think of it as changing your head coach or your quarterback every other season. It hurts continuity. Spend the upfront time asking the right questions. Being a good client and being a good agency is just like being in a good marriage: upfront communication and the desire to achieve a common goal together. About the Author Susan Applegate is the founder and president of Applegate Media Group, located in New York City. She is an expert at integrating multi-channel marketing efforts and complex agency relationships, offering a fresh approach to client service and compensation. Susan can be reached at sapplegate@applegatemediagroup.com.