Criteria for Advertising Agency Selection: An Objective Appraisal

A random sample of advertising directors at Fortune 500 firms was surveyed to determine criteria for evaluation of advertising agencies; 69 usable responses were received. Results indicate that the 7 most critical criteria deal with a people factor, such as: 1. quality of the people assigned to the account, 2. complete agency/client agreement on goals and objectives, 3. the need for agency personnel to learn the characteristics of the advertiser's business, and 4. the agency's reputation for integrity. Least important attributes in the evaluation process were: 1. ability to handle all market research, 2. billings and growth record, and 3. the size, range, and balance of the agency's accounts. Larger companies preferred to do business with agencies similar in size and capability to themselves; these firms placed greater emphasis upon market planning.