Agency Search and Selection Process

If you’re considering an agency search, our contacts and knowledge of the industry ensure that we can identify all appropriate candidates who meet your selection criteria, thoroughly vet all the candidates to determine the strongest matches, and then manage the entire agency selection process. We’ve done it successfully for more than 100 diverse clients since 2005. We’ll help you find the best agency partner that meets your unique requirements, is fully committed to the relationship and can hit the ground running. An important evaluation tool we use to make this happen is our proprietary database of more than 400 different diverse agencies’ cost and profit structures to help you determine appropriate agency staffing levels and acceptable agency cost and profit levels for any new agency. Our unique and comprehensive database includes:

Billable agency hourly rates by title, function and department;
Salary levels by agency size, title, department and geography;
Overhead load factors and ranges of acceptability,
Staffing levels by size, type of client and client billings level;
In-market agency profit targets and current real-world margins;
Proven, market-tested quantitative performance incentives that ensure agency accountability and results

And that’s not all. We have operating cost data on an additional 1,300 agencies throughout the world. And, are plugged in to the latest agency trends in media, social media, digital, etc. So we know who’s hot, and who’s not. Our up-to-the-minute market insights are invaluable in helping you find the ideal agency partner—one who has both the desire and the capability to give your brand new life, revitalize sales and build market share. Here are the key agency search tasks that we’re uniquely qualified to perform:

Set up the search apparatus (confirm with client their agency search and selection committee members)
Establish in-depth agency selection criteria/client expectations—making sure all candidates are culturally compatible and fully capable of meeting all of your specific needs
Maintain and protect client disclosure and the confidentiality of agency inquiries
Access Potomac’s proprietary data base of client/agency matchups to identify and screen the best possible agencies
Schedule and structure candidate site visits agency presentations to client
Develop “scoring systems” to evaluate agencies on a number of issues and to minimize subjectivity in the decision-making process
Structure relevant candidate “assignments” to engage agencies’ creative and strategic thought processes to ensure that the best agency is ultimately selected
Develop agency startup plans to include specific agency working and billing procedures
Define and integrate agency performance and results expectations into formal, regularly scheduled agency performance reviews.
Create incentives to enhance overall agency performance and account operating efficiencies
Prepare and incorporate into the relationship attainable, measurable and results-driven program and business effectiveness goals
Finalize compensation method(s) and level
Structure and negotiate specific agency program SOW’s, agency compensation and the agency contract