Client Search News @ agencyfinder.com – December 28, 2006

CONTENTS:

1. Need Marketing Help? Start Searching Next Week!
2. Client Board of Advisors – You’re Invited

NEED MARKETING HELP? START YOUR SEARCH NEXT WEEK!

Time flies when you’re not using it wisely. So I hope you don’t mind if I encourage you to begin your ad agency, public relations or marketing partner search early next week if that’s what you’ve decided you need. We’re not pushing you to make a change unless you’ve already concluded it’s the thing to do.

Somewhere within the thousands of astounding registered firms sits one that could be precisely what you need. These are “right-sized firms for budgets less than $100,000 to more than $100 Million.” It doesn’t take much to find that firm either; click here to get started: https://www.agencyfinder.com/1-advertiser/advertiser-register.shtml

Next year we’re celebrating ten (10) years of client/agency match-making and more than 7,000 such business unions. In a typical month, 60 or so register to search; about half of those are serious enough to go to conclusion. I’m proud that our process remains highly confidential as intended, and unless I’ve forgotten something

from long ago, we’ve never had a breach of confidence or a leak to the press.

Don’t forget – you pay nothing to Search & Find at AgencyFinder.com. Our registered agencies are proud to sponsor the service, and are looking forward to speaking with you about your assignment!

Happy New Year, and to a great and successful 2007.

CLIENT BOARD OF ADVISORS – YOU’RE INVITED

I mentioned this a few months ago, but we’re starting to assemble a group of clients who would like to participate in our Client Board of Advisors. It’s a chance to contribute to the industry and the match-making process. It won’t take but a sliver of your time (as you choose to give it). If you’d like to join, write: Find a description at: https://www.agencyfinder.com/client-board-of-advisors.shtml

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – October 19, 2006

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. Efficient, Low Cost Methods for Introducing Clients & Qualified Agencies
2. Topic – Industry Search Consultants – Your Input is Invited
3. Client Testimony & an Enlightening Agency Essay
4. Client Board of Advisors; You’re Invited
5. When is a Lead Not a Lead?
6. Tis the Season Already

EFFICIENT, LOW COST METHODS FOR INTRODUCING CLIENTS & QUALIFIED AGENCIES

If there is every indication your company needs professional outside marketing help, and assuming you’re an educated, informed, fairly talented marketing type, there’s no reason why you shouldn’t embark on a search for the perfect ad agency or pr firm (assuming you have none yet, or came to the conclusion you have the wrong

marketing partner). The front end workup is a bit arduous no matter how you tackle it; but the back end can be great fun, and quite educational at that.

The front end is essentially identifying the who, what, when, where and why of what you’re looking for, and then identifying firms that posses those qualities. Finding a large handful to interview in the 30,000 universe that claim to be “agencies” is the biggest challenge. There are many who may offer to help with that for a fee, but if you’re the “hands-on” type, then you should enjoy our process, particularly because our service costs you nothing. Beyond that, we’ll help and guide you; we’ll outline every step and even furnish you a map – “The Complete Guide to Managing Your Own Agency Review.” Take advantage of our 10 years and more than 7,000 such events. That front- end can be done in a few days. And the whole process can wrap in 60 days thereafter. Visit www.agencyfinder.com for details.

TOPIC – INDUSTRY SEARCH CONSULTANTS – YOUR INPUT IS INVITED

In our last agency newsletter, we asked “Would you be interested in an article or white paper that tells the “whole truth and nothing but” about search consultants? Adweek and AdAge do bits and pieces, but the one area they never address is – who is paying what, to whom, when, under what circumstances, and just what do search consultants get paid, and just what do they really do? (to earn those fees). And finally, who runs a clean ship, and who is conflicted? Would you vote for such an expose?” The consensus was Yes. If you’ve had any experience and want to share, please do so. At this stage, we’re collecting resource information, and would speak with you before anything gets published. Address it to me:

CLIENT TESTIMONY & AN ENLIGHTENING AGENCY ESSAY

Testimonials are the bane of many ad campaigns. We don’t solicit them, and I personally feel that one after another is boring and suspect. This one though seems to cover what tends to concern most clients. Enjoy.

“I can tell you that using agencyfinder.com turned out to be much more than finding an ad agency. It streamlined the process, for sure, and by placing our needs only in front of candidates with the best overall fit for our company it eliminated the hours and headaches involved in false starts. Beyond that, though, the process you laid out was the genesis for discussions that clearly defined our direction

and made the choices far easier, because it established tangible benchmarks to gauge the capabilities of each agency against our objectives. Without that, it would be difficult, as every agency in your database was very competent and knowledgeable. I can’t thank you enough.”

Michael Zepponi, Agri-Com Capital, Red Bluff, CA

Our agencies write essays to share their thoughts in seven topic areas (we could publish a book!) but I selected to share this one that offers great advice for everyone.

Essay Topic – Culture
(from our friends at BuderEngel & Friends, San Francisco, CA)

INSPIRE.
Be accountable.
Share ideas.
Accept ideas.
Build on each other’s ideas.
Help each other.
Particularly when you’re not asked to.
Embrace change.
INSPIRE.
Demand more of yourself first;
then of others.
Listen.
Try something different.
Converse more.
E-mail less.
Listen some more.
Challenge everything.
Enjoy each other.
Respect each other.
Listen some more.
INSPIRE.
Respect those for
whom we create
our work.
Enjoy your craft.
Be open.
Listen some more.
Commit.
Make something
better than it was.
Make yourself better
than you were.
Have fun.
INSPIRE.
CLIENT BOARD OF ADVISORS – YOU’RE INVITED

We’re starting to assemble clients who would like to be part of our Client Board of Advisors. It’s a chance to contribute to the industry and the match-making process. If you’d like to join, drop me a note: Find a description at: https://www.agencyfinder.com/client-board-of-advisors.shtml

WHEN IS A LEAD NOT A LEAD?

In our last agency newsletter we also posted this: “Agencies that get our invitations frequently thank us for the “lead.” But we’re looking for a better word. Leads come in various forms, but in the sales sense, a lead is the suggestion (based on some degree of fact) that a prospect may be interested or looking for a particular good or service. But the typical lead is not pre-qualified, tested, perfected, validated or consulted in depth. Our invitations are far more than leads. When the agencies were invited to pitch Wal-Mart, did they thank the consultant for the “lead?” I don’t think so. The industry needs a new word – any thoughts?”

We received some interesting suggestions, but the winner for the moment is… “Introductions.” Thanks to Walter Ohlman of Penny/Ohlmann/Neiman, Inc. in Columbus, OH. Walter points out the obvious.

Nobody “introduces” someone unless they are willing to endorse, to refer, to affirm. Our’s are NOT leads; they are Introductions. Referrals, recommendations, acknowledgements, affirmations. And so it is…

TIS THE SEASON ALREADY

If you’re thinking you want to speak with some agency candidates, it’s absolutely TIME to do that. Agencies get wrapped around themselves as Thanksgiving approaches, and this year, you can add elections, North Korea and whatever else to the equation. So I say – Get Cracking! Log in and start searching.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – July 24, 2006

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. Entirely New Website, New Features, New Agencies
2. Introducing Doug Sidle, Manager Business Development
3. Kaille Padgett Promoted To Director Agency Relations
4. Miller & Lawrence Butner – An Agency Alliance
5. Referrals – Viral at It’s Best or Hogwash?

ENTIRELY NEW WEBSITE, NEW FEATURES, NEW AGENCIES

I won’t say too much except to encourage you to visit and dig in. The site is full of new search suggestions, search tips & tricks, proven and tested agency search and selection advice, and great new agencies. www.agencyfinder.com

INTRODUCING DOUG SIDLE, MANAGER BUSINESS DEVELOPMENT

I’m pleased to welcome (back) Doug Sidle, filling a new position here as Manager of Business Development. Doug has a long and successful career in agency business development, having previously worked with us at our sister company Sales Marketing Institute, Ltd. back in 1995-1996. Prior to SMI, Doug lived and worked in England. When he moved to the US, he hired on as a business development marketing representative for Sanders Consulting Group. After leaving SMI, Doug moved to ad:tech, literally for their start-up, where he helped produce their very first interactive and international events. He most recently spent time in the radio industry in a sales and marketing capacity.

KAILLE PADGETT PROMOTED TO DIRECTOR AGENCY RELATIONS

I’m equally pleased to announce that effectively immediately, Kaille Padgett has been promoted to Director Agency Relations. Kaille started with us in February 2002 and is our “true diamond” when it comes to helping agencies build and maintain “magnetic” records. Kaille is a wealth of information and knowledge – both about our industry and what it takes to help you find great agencies when searching at AgencyFinder. Make a point to take her calls – or make one to Kaille yourself.

THE MILLER GROUP & LAWRENCE BUTNER ADVERTISING – AN AGENCY ALLIANCE

Whenever we can, we’re happy to introduce one of our registered agencies to another. That makes great sense when two agencies or even more, but far apart in distance or specialization, are looking to bring more substance to their credentials and sub- sequently increase their opportunities for “being found” and helping clients in the AgencyFinder process. There are other advantages, but we leave that up to the agencies themselves.

A recent such “alliance” has been struck by the good folks at The Miller Group Advertising, Inc. in Los Angeles (Rene Miller – President/Creative Director), a 19- person shop founded in 1990 and Lawrence Butner Advertising, Inc, New York (Robin Butner – President) a 12 person shop, founded in 1979. The combination has already been able to parlay their new association into some “coastal” new business.

REFERRALS – VIRAL AT IT’S BEST OR HOGWASH?

We get the daily Soflow Adrants e-mails where folks in the network are busy “networking.” One came in

recently from an ad agency in San Francisco asking a simple question – “Anyone know a great PR firm?” The question didn’t include any particular requirements; didn’t even specify whether the work was to appear in the US or elsewhere.

I found the suggestions interesting. First, not one posed the question of why an ad agency would want to hire or pay a pr firm. Not that one wouldn’t, but the “assignment” would have been nice to know. As they started rolling in, most mentions were for solo practitioners rather than firms with more than one employee. I was taken aback by the number of referrals to solo practitioners in Europe, which included such rave but unsupported recommendations as “she did great work for us!”

When we’re talking with an agency and they tell us most of their new business opportunities come from “referrals”, I’m inclined to smile and think of my well- intending Aunt Florence. When I was single, she frequently had some very special lady in mind that she insisted I meet. In most cases, I smiled and thanked her, but explained that at the moment, I was seeing “Vanessa.” Referrals are well-intended suggested introductions for reasons that make sense to the referrer, but generally have little connection to the needs of the referred. The infamous RFP was an outgrowth meant to address the referral, but thank heavens, our powerful and unerring search engine has made most of that obsolete. What my aunt saw as a good match and what I sought at the time weren’t in the same ballpark. Not to say she wasn’t right!

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – October 15, 2003

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. Procurement: Brad Johnson Says “Get Used To It”
2. Does Anyone Notice When They Leave?
3. Clients Still Sit in Judgment

PROCUREMENT: BRAD JOHNSON SAYS “GET USED TO IT.”

In case you missed it, make a point to read Bradley Johnson’s piece entitled “Procurement: Get used to it” starting on C1 in the Sept. 29th edition of AdAge Magazine. Brad attended the AAAA New Business Summit back in June and heard some early stirrings suggesting client-side Procurement (aka purchasing, sourcing, etc.) was looking hard and strong at client/agency relationships.

Brad does a nice job arguing the positives and compliments what we introduced in our Special Executive Report of July 7th. You may want to review that as well at:
www.agencyfinder.com/Special-Executive-Report.pdf

When there’s money on the table, Procurement will be there!

DOES ANYONE NOTICE WHEN THEY LEAVE?

The other day a client asked if anyone keeps track or attempts to count the number of agencies that go out of business. If our experience is any benchmark, other than the bigger shops that get industry press, I’d say no. Most communication is instant and via the Internet these days, so when someone leaves or a shop shuts down, many e-mails simply go off into space. I’m surprised how many web sites are still “up and running”, yet phone and fax are disconnected, and “411 information” has no listing whatsoever. Best attempt at measurement might be to run “pre” and “post” counts using ADWEEK or Redbook directories.

This year (2003), when so much has been said about a recovering economy, we’ve seen mergers and closings at a rate we’ve not seen since we began. Specialists who make it their business to gauge the “mood” of businesses also speculate that prevailing attitudes, behaviors and account payable delinquencies suggest many agean Antonio to Dallas last week, I saw first-hand that Austin is no longer a sleepy Texas town.

YOU ARE WHAT YOU ARE – IS IT OBVIOUS TO THE PROSPECT?

I had a great visit to Targetbase, one of our registered agencies in Dallas, TX. For those who might not know, Targetbase is an Omnicom shop specializing in database marketing. What they do, they do well. But they, like so many firms today, are one of those best-kept secrets that clients don’t always know they need, so they aren’t initially looking for them. To address that, they wisely combine a formal outreach and relationship development model with our inbound service.

Their example does raise the question though – if an agency or pr firm is offering a proprietary service or something not readily apparent to the casual observer, how do they get the attention they need and deserve? After managing almost 7,000 client searches, we’re in a position to observe that most clients do not articulate their needs as well as agencies articulate their capabilities.

CONFESSIONS OF AN AGENCY; CLIENTS ASK US WHY?

Registered agencies pay an annual fee to be in our database. Clients always search for free, and know that the agency sponsorships makes that possible. Our fees are published on the website for all to see. Once in a blue moon, one of our “client” clients will tell us an invited agency spoke with them about their fees. They ask us why an agency would do that? They know each agency is facing certain “investment” decisions to pitch their business. They know there are man-hours, travel, food and lodging, presentation expenses, and they also know there are situations where the agency will hire a consultant to help win the business.

So they ask us – why would an agency choose to single out your rather inconsequential fee, as if to ask that we guarantee their selection to justify that small investment? Other than to confuse the client and appear extremely cheap, I don’t know, do you?

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – September 15, 2003

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. You Want Your Agency on What Floor?
2. Great Agency Essays & Great Agency Data
3. Those Unethical Consultants
4. Special Executive Report
5. New Business Awards
6. RefNet Assignments

YOU WANT THE AGENCY ON WHAT FLOOR?

An association that deals in human resource issues chose agencyfinder.com for their agency review. They wanted the agencies “close” (many clients still find location an issue) and we always try to accommodate. Most invited agencies were within a radius of few miles; but one was in the same building, just two floors down! A pleasant surprise to client and agency. That happened to us once before on a search in New York City for Foot Locker.

GREAT AGENCY ESSAYS & GREAT AGENCY DATA

Your search for a new or replacement advertising or pr firm, even under the best of circumstances, should not be taken lightly. Regardless of your budget, this is a serious assignment with serious consequences. To make the best decision, you’re entitled to accurate information. For that reason, we designed our process to help you winnow your candidates down to a select few. You’re given a chance to read candid essays with content and “tone” that do just that.

By example, here are essays and report from a recent agency registration. These essays won’t appeal to everyone, but they do illustrate how the process works. The agency identity is cloaked only until we speak with you by telephone after you finish your on-line process. This example is long; you may want to skip past it now and come back after you’ve finished this newsletter.

ESSAY: Philosophy
“Image advertising” is dead. We will not add to this emetic clutter of tired sameness.

Instead, our firm exists to bring utterly new concepts to the world, create positive social movements and brand transformation. We came into existence to fight the empty excess, the insulting, the boring, the lying, the fear-mongering and ugliness of advertising itself.

Trying to change the world for the better is difficult, but nothing is more worth attempting.

Clearly, we are not for everyone.

ESSAY: Creative
We laugh at agencies who claim a branded, “proprietary” process. Agencies routinely treat clients and the human beings they wish to persuade like utter fools and idiots. Our “process” feels more like the best lovemaking.

We seek and demand:

trust,
intimacy,
friendship,
understanding,
passion
and long-term loyalty.

(And like much of the best lovemaking, it can happen in a heightened,somewhat intoxicated state where often we can’t remember who did what, but only that it was “amazing.”)

Our process is highly amorphous, messy and challenging–not for everyone.

Profile: Culture
No politics.
No fiefdoms.
No personal space for us.
Utter dedicated spaces for clients.
Think a university, not an elementary school
or cubical ranch.

Human potential is maximized.
Collaboration is higher than you may be
comfortable with.
Advertising itself is seen as a sore on
our lives that needs healing.

No lying.
No fake laughter.
Take your shoes off, flop onto a sofa.
Think, dream and fly with us.

ESSAY: Relations
Client/agency relationships here?

We want absolute lovemaking, based on trust, friendship, passion and commitment to one another. Where two blend into one- consumed in the singular fire of purpose and intent.

We complete a project and smile, knowing we’ve made the world a little brighter and happier–together.

ESSAY: Strengths
When it comes to coming up with rule-breaking, industry-changing, world-transforming ideas about nearly any brand or organization, just give us, say….. twenty minutes.

And our ideas will be bigger, more optimistic, more human than, um,.. hush, .. you know… “theirs.”

Why? “They” are motivated by money. We want to make the world a better place.

ESSAY: Media
Putting your logo or message somewhere people will see it isn’t the goal.

Often, it isn’t even a good idea for the human race. There are far too many messages and logos all over the world as it is.

Help us make this planet more beautiful, compassionate and serene, not uglier and junkie.

Help us by creating, approving and running better, more beautiful work and put an end to the ordinary.

Now, to answer your question: We do creative media planning in-house. Buying is through a partner firm.

But please, no more logos in our kids’ schools.

ESSAY: Last Word
Advertising as we know it
does nothing
to make human beings
more loving,
compassionate,
enlightened
or liberated.

Let’s change that together.

SAMPLE CERTIFIED AGENCY REPORT – This is what the agencyfinder.com system provides, and this information is vital to the selection of well “pre-qualified” candidates. You don’t want to spend your valuable time considering agencies that are probably very “nice” but not qualified.

Primary Office Locations:
St. Louis, MO, USA
Number of Employees (total sites): 12
Capitalized Billings (total sites): $2,125,000
Number of Office Sites (worldwide): 1
Year Founded: 2001

Ownership: Employee-owned/or ESOP

Services Offered:

Account management
Account planning
Annual reports
Association marketing
Beta Testing
Brand Positioning
Brand equity development
Broadcast production (TV)
Broadcast production (radio)
Business development training
Cause-related marketing
Collateral design & production
Corporate & Promotional Videos
Corporate identity
Creative services
Crisis management
Custom publishing
Customer satisfaction programs
Direct mail
Direct marketing
Direct response
e-Business Strategies

Employee relations
Employee training
Ethnic Marketing
Events & community marketing
Executive coaching
Focus groups, consumer testing
Graphic design
Guerilla Marketing
In-store advertising and sales promotion
Infomercials
Integrated marketing, communications
Interior design
Internal marketing, communication
Internet marketing
Labor Relations
Loyalty Marketing
Marketing plan development
Media planning
Media relations
Naming programs
New media (CD-ROM, diskette, kiosks, etc.)
New product development
Non-profit marketing
Package design
Political campaign management
Press Kits
Print production
Public affairs
Public relations
Publications, newsletters
Research
Sales Support Tools
Sales promotion
Signage, point-of-purchase
Speech Writing
Sports marketing
Strategic planning & development
TV program content & production
Technical advertising
Trade show production
Traffic
Video & film production
Viral Marketing
Web site design & development

Media Experience:

Aerial advertising

Audiocassettes
Business publications
Cable TV
CD-ROMs
Consumer publications
Direct mail
FSI (free standing inserts)
Infomercials
Internet
Network radio
Network TV
Newspaper
Outdoor

Spot radio
Spot TV
Sunday magazines
Trade journals
Videocassettes
Yellow pages

Fields Served (Market experience):

Architecture & Engineering
Associations, Institutions, Unions
Automobile maintenance & repair
Automobiles & light trucks
Banking
Beer, wine, liquors
Beverages (non-alcoholic)
Charities
Computer software
Computer systems & design
Construction & building – commercial
Construction & building – residential
Consultant
Department & discount stores
Dot.com (extension of brick & mortar)
Dot.com (primarily internet)
Dot.com (startup)
Education
Entertainment
Fashion – Men’s & boys
Fast food
Financial services
Floor coverings
Franchises
Fundraising
Golf Courses
Healthcare
Home furnishings
Hospitals & healthcare facilities
Media (radio & TV)
Motion pictures & theaters
Musical instruments & accessories
Non-profit
Package goods
Photography, cameras & films
Plumbing
Politics
Property management
Real Estate Developers
Real estate – commercial
Real estate – residential
Recreational & Cultural Entertainment
Recreational vehicles
Rental (vehicles)
Research Organizations
Resorts
Restaurants (full service)
Retail stores & chains
Retirement communities, assisted living
Schools, colleges & universities
Shipping
Shopping centers & malls

Snacks, deserts & confections
Sports Teams
Telecommunications & Data Communications
Telephone companies
Tourism
Transportation (other than airlines)

Market Specialization:

Affluent
African-American (US)
Business-to-business
Consumer – Male
Consumer – Female
Consumer – Mature
Consumer – Youth
Dealer/distributor organizations
Franchises
International – Europe
Religious
Urban

Primary Business:
Advertising Agency
Secondary Businesses:
Integrated Marketing Communications Firm

Agencyfinder – Sound like someone you’d like to work with? THOSE UNETHICAL CONSULTANTS

In AdAge’s Viewpoint, September 8th, O. Burtch Drake, President-CEO, American Association of Advertising Agencies, wrote a solid piece entitled “Beware Numbers Game” with the subhead “Some consultants abuse compensation review process.”

Burtch reports that “over the past months, a growing number of 4A members have alerted 4A management to questionable and unethical tactics employed by a handful of compensation consultants.” He continued, “A few dishonorable consultants are exploiting these circumstances and promising advertisers huge savings on agency compensation agreements.”

Burtch continues with what reads to be some pretty serious allegations and abuse. But rather than blowing the whistle on the few (by naming names), he suggests that clients planning to hire a compensation consultant ask a series of qualifying questions, in an attempt to determine if the consultant is both qualified and legitimate.

If those agency reports and complaints are true, his evidence suggests clients aren’t able to discern the truth. So why not NAME NAMES? If agencies are reporting the truth, then those agencies and the clients they duped should be happy to serve witness.

There’s already enough rumbling and grumbling about “consultants”; let’s clear the decks!

SPECIAL EXECUTIVE REPORT

In case you missed it, we sponsored a provocative look at a hot topic, and entitled it ” Why Purchasing Stalks Marketing for Agency Control.” Whether your Purchasing (Procurement, Sourcing) department people have expressed interest yet or not, it’s required reading.

Click to access Special-Executive-Report.pdf

We hope this client and agency information has been helpful. If you need assistance or wish to discuss the steps for an agency review, feel free to call.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060 USA
804-346-1812

Client Search News – July 24, 2003

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. Why Purchasing Stalks Marketing for Agency Control
2. An Agency Secret Weapon – Read All About It
3. South Africa (Far South Africa) Calling
4. An Olympic Athlete Update

WHY PURCHASING STALKS MARKETING FOR AGENCY CONTROL

You might recall; if not you can check, but back in our February newsletter w ran a piece entitled “Procurement Departments and Ad Agencies.” Our interest had been piqued, first by the increasing volume of searches by or involving purchasing (procurement) folk, and then at the January 23rd ANA Agency Relationship Forum at the New York Plaza. We saw what n one else was reporting – the real threat to those holding the marketing reins on the client-side if they didn’t recognize and deal with that sea change. Our Press Release follows. We

commissioned a Special Executive Report to examine those issues at: https://www.agencyfinder.com/Special-Executive-Report.pdf and posted it at our URL as well.

“Reasons for Purchasing’s Rise in Agency Reviews Cited in Agencyfinder Report.”

Agencyfinder releases executive report defining issues surrounding the increase of procurement department activity in ad agency and PR account reviews.

July 7, 2003 – Richmond, VA – Agencyfinder, the most comprehensive advertising & pr agency search/selection system on the Internet, released its first Special Executive Report today entitled “Why Purchasing Stalks Marketing for Agency Control.” The report identifies several key issues surrounding the growing influence of purchasing departments on the agency selection process and provides some insights as to how agencies and clients can adapt.

Agencyfinder’s founder, Chuck Meyst, explains why the company went to the effort of researching and publishing on this topic: “Late last Fall, we started to see a fundamental change in who was using our service from the client side. Since that time (over the last 9 months), we’ve seen a ten-fold increase in searches from purchasing and procurement managers on behalf of their employers and brands. We started to wonder why, did our homework and now present the findings in this report.”

The report cites financial pressures and a greater desire for accountability in the marketing spend as two inter-related issues behind the growing influence of purchasing in reviews and compensation negotiations. “But there are other factors, too,” Meyst continues. “Those of us in the advertising, PR and related fields haven’t done a very good job of building trust in how we do business or how we charge for the value we bring.”

In conversations with Al Ries, author of The Fall of Advertising & The Rise of PR, Ries underscores the point that chemistry alone can’t win accounts anymore and that advertising agencies in particular have done a pretty miserable job of understanding that fact. “You have to have the mindset of the purchasing agent,” Mr. Ries says in the report. “Purchasing people deal in hard values; data, especially prices, terms, guarantees, etc. Advertising people deal in soft values such as creativity which can’t be measured.”

But what are the implications of this trend? The Agencyfinder report sheds light on the impact
purchasing and procurement managers have had on the agency search process to-date. In the past year, clients have stepped over the unspoken boundaries of employee compensation and bottom line profitability with their agencies. One client identified in the report even asked pitching agencies for information on how they conducted criminal background checks on their employees.

One marketing consultant given an advance copy of the report raised a concern not directly addressed in the publication. “My greatest concern about a greater role for corporate purchasing departments has to do with their instinctive reaction to consolidate accounts and try to create economies of scale,” says Mike Bawden, president and CEO of Brand Central Station. “The problem with that idea is that in many cases, the economies of scale don’t exist – at least not to the degree expected by a purchasing manager who is used to buying more commoditized products.”

Mr. Meyst estimates that approximately 7 to 10% of the USA’s more accomplished ad agencies and PR firms are registered with Agencyfinder. “With over 4,000 top-ranked agency offices in the database, we’re able to match just about any sized client with the right kind of agency.” The service has been put to the test over the years, conducting over 3,300 searches since March 1998. “Most of our volume in client searches is in the small-to-medium range,” explains Meyst, “although we’ve seen more than our fair share of larger searches over $25 million. Our largest to date was over $100 million.”

According to Mr. Meyst, “It’s accounts like those – some that are too small to immediately attract the attention of a mega-agency and some too large to be awarded based on a personal friendship – that are the most difficult to satisfy. The Internet and off-line process we provide via Agencyfinder opens the door to new agencies and levels the playing field at the same time.”

Brand Central Station’s Mr. Bawden agrees, “One of the reasons my partners and I have seen the success we have with our Agencyfinder registrations is that clients understand the power and efficiency of finding the right-sized agency for the right-sized problem. Agencyfinder does that in a way that we wind up talking to and pitching work that’s a good fit – and that is how clients save money in the long run.”

The Agencyfinder Special Executive Report: “Why Purchasing Stalks Marketing for Agency Control” is available as a PDF attachment, or by visiting the Agencyfinder website: www.agencyfinder.com.

Agencyfinder.com, a service of Business Partnering International, Ltd, was founded in February 1997, and is the most comprehensive database of advertising and public relations agencies on the Internet today. Intended for use by companies seeking agency support for projects, campaigns or long-term relationships, the company has executed over 3,300 searches in the past five years. Searching is free to marketers and supported with complimentary search consulting advice (telephone consultations) provided by the executive staff. Advertising agencies and public relations firms pay an annual fee to be part of the online database and to participate in searches.

AN AGENCY SECRET WEAPON – READ ALL ABOUT IT

Glenn Sagon, President at SPG/Sagon-Phior in Studio City, CA is a long-standing agencyfinder agency and friend, and called back in April to tell us about Vision Mixer Films in Pacific Palisades, CA. Glenn and others out California way have used George Bloom and his firm often, particularly when time is tight, budgets are close, and the work has to be first class. You and your agency might appreciate what they can do. I was particularly impressed, and offered to introduce him to you as soon as he had a rockn’ site. It’s ready – check it out at: www.Visionmixerfilms.com SOUTH AFRICA (FAR SOUTH AFRICA) CALLING

Miles and hours away, about as far south as one wants to go in South Africa (little land exists beyond) lies an idyllic vacation area. That’s where abstract artist Tay Dall, known for emotionally charged oil paintings on unusual surfaces like old doors and shutters performs her craft. “Culture presents us with icons of idealised states of being,” she says. “These are, however, extremely transitory. I therefore physically alter the surface of everything I paint, allowing my voice to come through. “My works express many feelings through line and colour. I hope the resulting visual atmosphere will touch viewers emotionally.”

Tay, a 1.8 metre live-wire, returned to South Africa in 1995, after living in Los Angeles, California for eleven years, where she studied, worked and exhibited her work in numerous galleries. She is married to American entrepreneur Ben Chowney and has two children Zoë and Tal. Her home and studio are located along a nature reserve near the beautiful seaside village of Hermanus, Western Cape.

Tay’s work is fresh and quite different. She also happens to be my daughter-in-law. Her site, and comments by my wife’s son Benjamin are entertaining. You or your agency might find an

opportunity to incorporate her work. Enjoy.

http://www.taydall.com

AN OLYMPIC UPDATE

In a recent newsletter, we mentioned a famous female Olympian and her mission to package herself for the 2006 Italian winter Olympics. I’m pleased to report that we and she landed two most enthusiastic and assertive “publicists” that are bound and determined to secure sponsors for her Gold, Silver and Bronze options – and we hope to have full details within the next month or so. Her identity and the agencies remain top secret until we have breaking news. But they are to be commended for coming forward!

In the meantime, and to supplement what those publicists are already doing, IF your firm might be interested in getting an inside track (at a significantly reduced fee) and participating in the Italian Winter Olympics with a female athlete that: 1. Has already received outstanding publicity for her skill, daring, accomplishments and miracles, 2. Is an outstanding spokesperson and would be for any company with products and services for the female consumer, 3. Will provide an ongoing and compelling publicity angle for her sponsors each season and year-long leading to those games – then give me a call and I’ll put you in touch with her “people.”

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – March 7, 2003

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. The Pain of Change,
Or, It Doesn’t Always Have to Hurt
2. How Do You Address ROI Measurement?
3. How Do You Define ROAI?

THE PAIN OF CHANGE – OR, IT DOESN’T ALWAYS HAVE TO HURT

A friend of mine with a small business is always complaining about his part-time accountant/bookkeeper. My friend says he arrives once each week; shuffles in, eyes downcast, always with some minor medical malady, always marginally pessimistic. He seldom volunteers ways to improve things, and he’s always experiencing some minor crisis.

So I’ve asked time and again – why don’t you find another bookkeeper? He tells me he tried ONCE, interviewed TWO candidates, but neither lit a flame.
So he quit after deciding it would be too difficult and time-consuming to replace the man. “Have to start from scratch, take the new hire back to the beginning, wade through tons of history, and for what?”

For what? “To get someone who can make a difference, help move you ahead” – I volunteered. “Someone to take charge, make accounting a “profit center”, an area of excitement, corporate vision and decision.”

I’m not an advocate of change for the sake of change, but we often hear from clients that they too are terribly unhappy with their agency (or pr firm). Some even concluded that the agency is incapable of doing that which they originally were hired to do. It’s more than a failed promise they say, more like fraudulent representation. So why haven’t they changed? Because they too decided the task outweighed the benefits.

If you find yourself in a situation in ANY WAY like this, please understand that our agencyfinder process will be a pleasant and worthwhile experience, and the difference will make the difference. If you want to speak with some folks (references), call me even before you begin a search. HOW DO YOU ADDRESS ROI MEASUREMENT?

Looks like ROI or ROAI (Return on Advertising Investment) is starting to get its share of the spotlight. Clients are asking their agencies for measurements, asking for the incorporation of techniques that show ROAI. Imagine – they actually want to know if their spending makes sense. Some of your agencies have real evidence, maybe they’ve developed elaborate formulae to calculate and demonstrate. But there’s another school of thought – to quote Al Ries – “If an emphasis on creativity is the biggest mistake you can make, the second biggest advertising mistake you can make is looking for an ROAI, or return on advertising investment.” There’s more discussion in his latest book.

Agencyfinder.com wants to help address the question and find some answers. We’re adding fields to our database that you’ll use to find agencies that do have answers. For that, we’d like your input. (see below)

HOW DO YOU DEFINE ROAI?

If you’ve had some experience, we’d like your input to identify labels for new fields we should add to our database and some idea for the essay topics you’d like each agency to answer. For instance, in our agency database in the section entitled Services

Offered – what can we include to help YOU find a qualified agency? Maybe you just call it “ROAI Measurement” – that works. Maybe you look for and measure an increase in sales. Rather than sales, maybe you measure inquiries. What or how have you “labeled” that? This is new and controversial territory – give us your input now so we can help.

We’ll be adding one general Essay entitled ROAI Measurement, but if you can think of something else, let us know.

TO CONTRIBUTE YOUR THOUGHTS – Select Reply to Sender and insert your thoughts HERE.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – February 19, 2003

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. If You’re Involved & Chose to Reduce Spending
2. It’s Feast or Famine

IF YOU’RE INVOLVED & CHOSE TO REDUCE SPENDING

If – you’re in any way involved with marketing for your company, you’ve got your hand full. Faced with a flagging economy, terrorist threats, the lurking war with Iraq, and now a major blizzard, corporate marketing executives and their agency marketing partners are being challenged like never before.

If – you haven’t hunkered down with your trusted agency (ad or pr), it may be time to do so. Talk with them about options; talk about measuring what’s working and about ROI. If you don’t start examining things now, you may find your accounting or procurement departments assigned to
do so for you.

If – you’ve chosen to reduce spending, this might also be a good time to read Al Ries’s arguments for public relations as put forth in his latest book “The Fall of Advertising and the Rise of PR.” In a word, Al suggests, “build brands with public relations and defend brands with advertising.” That topic alone is worth a meeting with your agency.

If – you don’t have a trusted agency marketing partner, now’s the time to get one. Agencyfinder can guide you through each and every step, even if you’ve never done so before.

REGISTER TO CONDUCT YOUR AGENCY SEARCH:
https://www.agencyfinder.com/advertiser-register.html

If – you’d like some “getting started” advice:
https://www.agencyfinder.com/advertiser-gettingstarted.html

If – you’d like some expert tricks & tips:
https://www.agencyfinder.com/advertiser-searchtips.html IT’S FEAST OR FAMINE

It’s amazing that different parts of the country, and different industries are experiencing such significant variations in activity. Some ad agencies report getting a flurry of RFP’s or RFI’s (Request for Proposals or Request for Information) and are hard-pressed to decide which get first priority. Yet others would give anything to be able to sit and speak with you to learn more about your marketing challenges.

That’s why it may make sense to explore your options now. If you don’t have an agency of record, or if you’ve decided your present agency is no longer sufficient, sit down and map your needs. List your most critical services – things like print or collateral production, corporate identity, direct marketing, sales promotions, viral marketing, events and community marketing, media planning and media buying, public relations, research, trade show production or support, custom publishing, broadcast radio or TV production, or web site design and development – to name just a few.

Previous experience in your industry is a common desire for most clients. If that’s true for you, make it mandatory. Even the intended media recipient – as in – what market do you need to reach? Specify that too, including affluent, African-American, Asian,
Hispanic & Latino, consumer (male/female/youth/mature), International (Europe, Latin America), etc.

You’re looking, so you control. Set minimum requirements. Look for agencies that satisfy those and settle for nothing less.

If you have questions or need help, call us. The Agencyfinder service is sponsored by our Certified agencies, so you search and find, all at NO CHARGE.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – February 3, 2003

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS:

1. The Fall of Advertising
2. Procurement Departments and Ad Agencies
3. Who Needs Consultants?

Good Afternoon,

You should have been there! As one of 200 or so clients, agencies, consultants and staffers attending the January 23rd ANA Agency Relationship Forum at the New York Plaza, it was clear that every- one was, is and continues to be seriously concerned about the state of our industry. Concerned if advertising still works, if we’ll ever be able to measure and justify what we do, if clients can find the right agency without third-party assistance, if procurement (purchasing) departments are intending to take control of agency relationships, or if advertising has gone “too far.”

2003, with all it’s global, national and regional issues, is still forcing us to draw upon every creative, clever, unconventional idea we can muster to get us out of this fix we’re in.

Here’s our latest news.

THE FALL OF ADVERTISING:

At that ANA event, 115 clients, 43 agencies, 10 consultants and 32 others sat and literally gasped at times as Al Ries (The Fall of Advertising and the Rise of PR) pranced back and forth on the stage and pontificated about the foibles of advertising and the power of public relations. We didn’t hear him say advertising was dead, just ridiculous entertainment experiments like the Super Bowl upside-down rear-end beer-drinking clown. He used some powerful examples, in particular he spoke about Bud – the “King of Beers” (not the Queen of Beers), and about Clydesdales (not clowns). He talked about the powerful integration of first building buzz on the street, then combining that with integrated but meaningful advertising; the combination, not the demise.

There’s been lots of fuss about Al’s book (week after week in AdAge and ADWEEK), but unless I’ve missed something, there has yet to be any advertising. But there sure is plenty of buzz!

Read more at: http://www.ana.net/ana_conf/conf.htm

PROCUREMENT DEPARTMENTS AND AD AGENCIES

If your company has not yet considered the involvement of your procurement department in the client/ad agency relationship, this event signaled the fact that it’s coming. And it appears that it’s not going to go away. Why has this happened?

Companies are more and more vulnerable to the near-term success or failure of their marketing programs. Marketing – as in bringing goods and/or services to market (via advertising, public relations, sales promotion, and other such tactics) – is generally contracted to outside vendors. These ad agencies, publicists and consultants are entrusted with hard-earned, precious budgets meant to contribute to the success of these companies. Clients assume these vendors are qualified to do that.

Yet in a country where accreditation and licensing is required of doctors, lawyers, pharmacists, engineers, dentists, psychiatrists, CPA’s and even
“nail technicians”, no such requirements exist for these vendors. So those who purport to know how to craft influential and effective “marketing messages” are held to no minimum standards, nor are they required to be regulated or licensed. Marketing departments and ad agencies may not have definitive standards (methods for measure-ment or evaluating compliance), but purchasing departments have been developing them.

Marketing budgets represent a tremendous expenditure for a company, so the process of selecting a marketing vendor, or “marketing partner,” is presumably no longer entrusted only to the marketing department who might search local yellow pages or ask business colleagues or media reps for re-commendations – now procurement wants to bring their precise and meticulous methods to the table. What’s appropriate then is the integration of methodical and linear Internet search-engine processes to identify qualified agencies, coupled with compliance and accreditation issues, then high-touch examinations of non-technical essentials including “creative” and “chemistry.”

Until some form of testing and accreditation is established in the advertising industry, that makes the selection of an advertising, public relations or marketing firm a critical decision for every company and it means that existing relationships might also need to be re-examined.

Procurement departments are getting involved, and it’s here to stay.

WHO NEEDS CONSULTANTS?

In New York, the Search Consultant panel was launched with an off-putting “have you stopped beating your wife” question and things went downhill from there. That wasn’t fair, and it’s about time everyone accept the fact that consultants of all kinds are here to stay. Does that mean there’s room for a bad consultant? Certainly not!

Search consultants are needed where clients are rusty; where clients need help identifying exactly what they need in an agency, and what they don’t; when the client organization is a political hotbed that could cloud the process and confound the likelihood for any decent agency relationship; when the client isn’t necessarily looking to be certain the agency maintain profitability, or wants little more than “Kinko’s-on-call;” where a client is more impressed by attractive ads for others or doesn’t see the imperative umbilical connection between strategy and execution; or where client management wants a “kept” shop to name-drop, rather than an extended-life marketing partner.

What’s the Search Consultant’s job? To facilitate the coming together of a handful of well pre-qualified agency candidates and a prepared, rehearsed client. To guide the client through that myriad of steps and examinations that will allow the client (not the consultant) to clearly see which agency is ultimately the best choice. It means no tedious, redundant RFI’s or RFP’s. It means allowing each agency to speak with the client directly – no screening or big-brother thing. It means allowing open dialogue and due-diligence early-on so agencies can see to drop out – saving time and much money. It means first visits and capability presentations at each agency and not at client headquarters. It means client briefing documents (and non-disclosures) so each competing agency doesn’t have to assume or speculate. And it means no spec creative.

If it’s a New York client and a New York consultant, it’s pretty easy to find a New York agency. A quite lunch at a big table, AdAge and ADWEEK top-100 lists, ADWEEK and Redbook directories, a generously circulated invitation and a tip to Stuart Elliott at the New York Times. But most clients want and deserve more than a “good-olde-boys” review. So above and beyond all the handholding and professional guidance, the search consultant owes each client the use of a meticulous process to identify that handful (not a shotgun field) of pre-qualified and worthy candidates.

That’s when clients need consultants.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA

Client Search News – October 25, 2002

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

CONTENTS: Special Edition – AGENCY DILEMMA

Could your ad agency go out of business tomorrow? Could their owners salvage something through a sale? What, if anything, gives their business value? Why should you care?

Many agencies face a dilemma. It’s a question of staying alive and staying afloat. That’s particularly evident in light of this week’s closures at D’Arcy, Earle Palmer Brown, the Bates Irvine office and the continuing public financial struggles at IPG. More will certainly come. We encounter DOA agency e-mail addresses each day, followed by DOA phones and faxes.

How is it that an agency of stature and historical significance like D’Arcy can be shuttered almost overnight? Why should clients be expected to shift to another agency (at the agency’s direction), or that agency employees accept similar shifts. How could this happen? Is there a fix, a solution?

On just this subject, a city magazine publisher-friend spoke of his 25 staffers that produce their monthly magazine. Not only do they produce the magazine, but they also produce more than 50% of the ads – for clients that don’t have agencies themselves. “If we skipped publishing next month or any month thereafter, but still did the ads, we’d be an ad agency. Conversely, ad agencies are publishers without a magazine.”
Client Search News – December 10, 2002

This CLIENT SEARCH NEWS is for individuals registered @ agencyfinder.com. Forward to those in your company or others elsewhere involved in the advertising or public relations agency selection or review process.

December is generally a “short” marketing month. Subtract Christmas week, then figure out what to do with that vague time between Christmas and New Years, and you’ll see you’ve lost almost two full weeks. Not sure how people, workers and shoppers will handle the end of the week January 1st – 3rd.

However, in our experience, some of the best new partnerships between advertiser and ad agency, client and pr firm evolve during this time. It’s not so much a matter of quantity but of quality.

So if you find yourself needing a new or additional marketing resource (ad agency, pr firm, direct marketing agency, sales promotion or media buying firm), take advantage of the timing and our service to start your professional shopping now.

HOW TO SHOP FOR CORPORATE MARKETING PARTNERS

If you already have a great marketing partner, you’re fortunate.

If you need one, or want to check your options, now is a good time.

Try our FREE Ad Agency & PR search service at:

https://www.agencyfinder.com/advertiser-register.html

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA