Rule of thumb 3: alma mater
It may sound obvious, but don't select an agency because the account executive is your old drinking buddy from college. While personal relationships are indeed important, this is an important decision for an organization and should be based on sound principles of return-on-investment and achieving measurable objectives. If you do decide to go with your old drinking buddy from college, make sure he or she fits a few key criteria to make a good impression on both your target audience and your boss: Do they have the necessary tools? Do they have the staff and the expertise to achieve your core objectives? Do they have a measurable way to go about the process?
In the media strategy, planning and buying business, advertising and business marketing executives understand that no matter how great the creative of an advertisement is, if the right audience doesn't experience the ad, the tree has simply fallen silently in the woods. With ever increasing and complex media options competing for the hearts, minds and wallets of consumers, the need for media management expertise that efficiently and strategically connects businesses to their audiences throughout myriad choices has never been higher. Your friend can still be your friend, just make sure he or she can do the job. This is true regardless of the marketing discipline, be it creative, web development, branding or public relations.
Warning signs your pal isn't quite cutting the mustard:
- They still ask you to go on Spring Break with them.
- When you get together for cocktails you don't talk work.
- You're afraid to hold this individual to the same standards you're being held to.
- You are constantly the one being proactive and presenting fresh, new ideas.
