Having worked in both the corporate world and on the agency side, I feel that I am very well-versed in customer service.  While in corporate America marketing, I hired agencies to work with my various departments.  Usually, I was the liaison between the head of marketing and the agency, doing the dance of making both sides happy with results.  And while on the agency side, I played the role of account manager, doing everything I could to make my clients happy.  I guess I could be classified as a “people pleaser.”  I know what it takes to get the best results and ROI.

With 2011 soon coming to a close, I looked back to see what trends were predicted and expected for ad spending.  According to AdAge in January 2011, two surveys painted a hopeful picture for ad spending this year. Strata‘s fourth-quarter survey of media buyers found just over half of media buyers predicting an increase in business — the highest percent since the software provider for media buyers began surveying its clients in 2008. Meanwhile, integrated marketing platform developer Alterian‘s annual survey of agencies, marketers and marketing service providers found 49% predicting that marketing expenditures were likely to increase slightly (5%-25%) and 9% predicting an increase of 25% or more.

Source: Alterian's 8th Annual Survey

So, with these expected increases, I have to think that these trends will continue for 2012.  I hope so!  It’s been many years since I worked in the corporate world and I wonder, what do CMO’s look for when they are hiring an ad agency?  I’d hope that the traits and experiences they are looking for are the same ones that I think of, so I’m just checking.  Do you think the following things are taken into account:

1.  Experience – For example, if you are a healthcare company, do you only want to hire an ad agency that is strongly connected in healthcare?

2.  Team members – Do you consider the number of years that the potential team members have worked in an agency?  Or is corporate experience more important?

3.  Cost – Of course, staying within a budget is extremely important but do you base your hiring decision on the hourly/project rates?

4.  Interviews – In your interviewing experience, have you found that you know within a few minutes if this is the right agency for you?  Is the personality of the presenters very important in determining who you will go with?

5.  Location – Do you factor in the proximity of an agency to your office?  Is it important for the agency to be close by or does it really matter, since almost all work can be done virtually and through teleconferences.

I’m very curious to hear you’re your feedback!  I hope that your answers coincide with what I think!

-Lorena

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