Connecting the Dots

When evaluating which agency they should hire, marketers often ask if the prospective agency has any experience in their particular industry.  While somewhat relevant, it's misleading to base your decision in whole or in part on that criteria.  One the strengths of Firstborn, the agency I work for, is the ability to become brand experts at the start of each engagement through a careful and thorough  analysis of the consumers we're talking to.  Therefore, if you examine our portfolio you'll find that we don't specialize in one particular industry.  So while it's certainly valid to have somewhat of a comfort zone knowing that your potential agency has a history in the industry, the ability to connect the dots by understanding that an agency's capabilities can be carried through any vertical, is even more important.

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Brand Evolution

Graphic design degree hub has a very interesting graphic that illustrates how brands' logos have evolved over the years.

Do you have the right(s)?

Here's a lesson in getting rights to assets that you use in a project.  As reported in AdFreak an Illinois gun manufacturer used an image of  Michelangelo's David in an ad holding one of their weapons (it's huge, and I'm not talking about David) causing the Italian Culture Ministry to issue a warning to retract the ad since technically the government owns the statue.  Never take for granted the use of an image even if the subject is something very well known or common place.

How To Write An RFP: Part 2

4. What are you looking for in a response?  Knowing what's expected as part of the pitch process will help alleviate any confusion later down the road.  Most RFP's ask for some type of approach, ballpark timing and costs, case study samples, etc. but when ideas are requested in the form of comp designs/visuals, the agency will need to assign a dedicated team to respond appropriately.

5. How many agencies?  Getting the lay of the land is important in terms of evaluating whether an agency proceeds with the RFP process or not.  It's a lot different situation if the RFP is going out to 20 agencies as opposed to 4 - 5.

6.  What is the budget for the assignment?  Ah yes, the very uncomfortable topic of money.  This is key to an agency in determining whether we move forward or not.  Even a ballpark range is always helpful.

How To Write An RFP: Part 1

Here are some top level elements that agencies look for in an RFP.

1.  Who are you?  Having as much background about the marketer is very helpful to agencies, even if the subject is a well known brand.  We may be familiar with your product/service but hearing how you see yourself is just as important as knowing the basic facts.

2. The Why.  What is the problem you're trying to solve and what are you looking for?  Just listing out a scope of work isn't enough.  We need the motivating factors that have caused you to search for an agency that can assist in coming up with solutions to your challenges.

3. KPI's.  What do you see as a measure of success?  Knowing the end goal is crucial to an agency in crafting their response to the RFP.

Clean Briefs

While this article by Phil Johnson on writing the creative brief is focused mainly on putting together an internal document within an agency, I think it has some lessons to be learned for marketers on constructing a better brief to prospective agencies during the RFP process.

The Value of Advertising

Steve Olenski has some good thoughts on the value of advertising in The 10 Biggest Myths in Advertising from Business Insider.

Indelible Words

If the scandal involving the closure of toll lanes for the George Washington Bridge isn't enough proof, here's another example of why you should be careful about what you write in an email (or in this case LinkedIn

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