A Four-Step Process

Before taking the plunge, it’s important to think things through so that you’re on a solid footing.

1. Determine the process: Your selection process can be simple, with or without a call for proposals, and without speculative work. A2C can help you with this, based on the scope of the mandate and your needs.
2. Clarify your needs from the outset: A good briefing will be your best asset in finding the right agency and achieving your business objectives.
3. Define the nature of the mandate: in particular with regard to the type of agency, its degree of involvement, the duration of the mandate(s) entrusted and the possibility of renewal.
4. Set the budget allocated to the agency: It’s essential to establish and communicate the budget allocated to the entire mandate, or at the very least its scope, so that the agency can make relevant recommendations and determine the necessary resources to allocate to the project.

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1. Determine your mandate and describe your needs.
2. Determine your business and marketing communication objectives.
3. Determine your budget.
4. Determine who in your organization will be working directly with the agency and who will be on your selection committee.
5. Determine your selection criteria.
6. Determine your selection process and its stages.

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1. The direct approach: This involves contacting the agency you’re interested in directly, based on their portfolio and references, and arranging a meeting with them.
2. Competitive procedures:
   – Non-competitive procedure with a preliminary call followed by meetings with a few pre-selected agencies.
   – Tender procedure open to all agencies or by invitation

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