One marketing directors view on choosing a PR agency
What I look for:
1. Talented people – rather than just good agency creds. I am a firm believer that all agencies have good people – and what you want are the good people.
People who run campaigns that win awards – independent verification of work is a good indicator of the ability to think and present ideas strategically.
2. The right skills for the brief – so as a financial service brand with value-for-money products that puts a lot of attention on the money/business media – I look for people that understand finance and the media we deal with.
What annoys me:
1. Agencies that do media audits – we do lots and lots of press briefings, talk to the personal finance and business media every day, and subscribe to Mori surveys, etc. This means we have a very clear idea about what the media thinks of Santander.
2. Ideas that are just there to demonstrate creativity without any concept of realism and delivery.
researchinthenews
Totally agree that creativity must have relevance and purpose.