What Is An Agency Search Consultant? - Winmo
Agency search consultants, hired by CEOs or CMOs, specialize in optimizing or resolving conflicts in existing agency relationships or conducting best-practice-driven searches for new advertising, media, digital, or PR agencies by drafting requirements briefs, narrowing down candidates, and advising on agency selection without making the final decision, while relying on industry knowledge, databases like Winmo, and adhering to professional standards such as the 4A’s "The Rules of the Road for Agency Search Consultants."
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 (Agency of Record) relationships.
- Search for a new AOR relationship with an advertising, media, digital, or PR agency.
Applying Best Practices
Agency search consultants 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, draft 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 is 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.
The Agency Landscape
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.
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