The main objective in any advertising campaign is usually to launch one which is effective, garnering the highest visibility and impact in the lowest cost possible. A lot of campaigns fail as they do not meet either one of the few criteria. Therefore, it is very important that the advertiser engages the right type of agency in order to derive the best and most effective campaigns.
Choose the most suitable advertising agency
The question then arises, if you are planning to launch a campaign whether it is to enhance your brand image or to launch a new product, which agency should you choose. Most industry practitioners will tell you that the most reputable companies would be the best as they have the expertise and experience in the industry. After all, the big boys would have undertaken global or regional advertising campaigns which have been highly successful.
Are international agencies the best?
But, the main problem is that engaging the big boys will incur high cost and this is where many advertisers are reluctant as it might be a lot of money involved. Furthermore, some of the large international agencies would not be interested in projects that are too small or companies who are not willing to pay too much for their campaigns.
Issues to consider
Hence, who should you engage then and how?
- The first thing that you should do is to have a budget for the year. Most, if not all agencies will be interested to talk if you have an annual advertising expenditure and if it is not within their boundaries, they will vehemently decline.
- Then, allow the agency the freedom to plan your campaign. Too much scrutiny will not do anyone any good. If you micro-manage your funds too much, the agency will not be too happy as it will restrict them from deriving an effective advertising campaign.
- Be clear about your objectives. Will the funds be used for a 12-month year or is it for a specific campaign? This must be filtered out in the beginning before discussions begin.
- Most importantly, be transparent. If you call for the agencies to pitch, make sure you are fair and transparent so that only the best and most suitable wins regardless if they are large or small agencies.
- Finally, once the agency has been selected and contract awarded, honour it to the fullest. Ensure that what you have stipulated in the start has been carried out and that funds are given where they are due.
