The Trust Index: A Scorecard for Evaluating Your Agency Partner
When it comes time to evaluate your agency partner, there’s a good chance you’re putting too much weight on the wrong criteria and not enough on the...
This is often the most undervalued criteria in an agency pitch, but shouldn’t be. At the heart of every pitch is a team, and that team’s harmony as well as their chemistry with your team, is a tell-tale sign of how they’ll be as a partner. Does the agency seem to like each other and like working together? Do they allow room for two-way conversation or create dialogue amongst themselves to collaborate and support each other, and you, in delivering on the work? Are these people you vibe with? Gut feelings go a long way, but there are also other ways to promote connectivity during an agency pitch to better evaluate chemistry.
All great partnerships require understanding, and at the core of understanding is good communication. Before an agency pitch, make sure participating agencies fully grasp the task at hand by providing them clear, direct information. Get alignment internally around your search brief before sharing it out, and be clear about your scorecard/evaluation framework. After an RFP is issued, before pitching, leave the lines of communication open to allow for follow-up questions that could help responding agencies understand your ask. This way, when it’s time to measure comprehension, you know you’ve laid the groundwork.
Within almost every RFP is the request for agency capabilities. While the presentation of these capes may take different forms, it’s important to decide whose core competencies align best with your brief. But facts and grids and graphs are only powerful when you know how those capabilities can be put into practice.
Ah, the big ideas. Sharing concepts is usually the most fun part of an event agency pitch, where creativity, problem-solving, and strategic thinking all come out to play. So, how can you better assess the concept-sharing experience to measure for connectivity?
When it comes to pitches, money can be a touchy subject. Some companies feel that sharing their budget with pitching agencies can eradicate big thinking and prohibit cost-saving negotiations down the line, while others feel it’s crucial to receiving pitches that aren’t too pie-in-the-sky. So, is there a right way? When it comes to fostering a deeper connection between parties, there is.
So, when it’s all said and done, remember the importance of connection and how it can make or break a partnership. At August Jackson, one of our core principles is to connect with our clients as people, valuing long-term relationships as much as the work. We believe common ground is a strong place to build a foundation.