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Agency search consultants, also known as agency optimization consultants or agency relationship management consultants, are a cornerstone of the advertising and marketing industry. They are typically hired by a CEO or CMO to either…
- Resolve conflict or optimize current media, PR, creative, digital, or multicultural AOR relationships.
- Search for a new AOR relationship with an advertising, media, digital, or PR agency.
Apply best practices throughout the agency search process to increase the likelihood of successful long-term partnerships.
In a new AOR search, it’s not the function (nor the expectation of the CEO or CMO) of the consultant to make the final agency selection. Instead, the consultant’s job is to:
- First, run a best-practices process.
- Then, help understand the need and issue(s).
- Finally, raft an agency requirements brief.
Once the brief is completed, the consultant narrows down a list of (three to four) prospective agencies, that are invited to pitch. From there, the company chooses its new AOR. The consultant is paid for the engagement, normally in the form of a fixed fee. Contingency or success models are rare. The 4A’s The Rules of the Road for Agency Search Consultants outlines the rules and regulations they abide by.
As a hired third-party consultant and professional advisor to the company’s CEO or CMO, the consultant’s an expert on professional services relationship management, optimization, and conflict resolution. They also require a complete and current perspective of the marketing services and agency landscape, most relevant to the company’s business.
Did you know that there are 9,000+ registered marketing services agencies in the US?
Today, these consultants rely on databases and relationship research tools like Winmo to keep up with agency and contact news. Plus trade publications like AdAge, AdWeek, and The Drum. In addition to leveraging outside sources, many consultants also maintain their own databases. Finally, to register your agency profile and keep it up-to-date with top consultants, try an online registration form like External View.
If you liked this blog post, check out:
- Top Agency Search Consultants and How to Reach Them
- How Winmo Launches Publishing Giant Into New Verticals: Q&A with Future’s Jason Webby
- How I Applied WinmoEdge Insights as an Agency Client