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Tips for selecting an agency in a recession

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1. - -Make sure the agency is financially sound. This means you may have to do more due diligence upfront. 2. - -Ask for the agency's average client size and average marketing budget to make sure it is a good fit. 3. - -Establish a budget range and pricing plan upfront. 4. -Ensure the agency has staffing resources or partner relation-ships to handle your needs. 5. -Select a partner that understands your business and your industry. 6. -Look for an agency with strong analytics capabilities and find out how it will prove ROI. 7. -Identify a team or a person on the client side to coordinate agency relationships, particularly if multiple agencies are involved. 8. -Be clear about your business objectives and have a road map for delivering results. 9. -Coordinate global marketing efforts and meet regularly with marketing and agency counterparts in global regions. 10. -Make sure there is a good fit culturally between your people and the agency's people. Sources: Michele Harris, president, Smarti Solutions, New York; Jeff Hayzlett, CMO, Eastman Kodak Co.; Kevin Kelso, exec VP-CMO, Farmers Insurance Group
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