Understand the importance of starting with a live conversation, e.g., whether the agency won the business or not, and rationale, and how to follow up in writing. Learn how to be equally respectful of the agency that won vs. the agencies that lost .
- Now, it's time to reward the business…to the winning agency.…How do you go about this?…You might feel some anxiety about this,…and so do each of the agencies…who are waiting to hear from you.…Most important, is to treat every agency respectfully.…They've all dedicated time and resources to your RFP.…Also, while an agency…might not have won your business today,…you might want to work with them in the future,…so it's good to maintain positive relationships.…I recommend having a live conversation with each agency,…both the winner and losers by phone.…
Start by calling the agencies that did not win the business.…Despite having NDAs in place,…the winning agency team will be really excited,…and there's a chance that word can leak to the press…and the other agencies.…It's unfair for the agencies that did not win your business…to find out this way.…This is why I suggest starting the conversations first…with the agencies that did not win your business.…They'll want to know why they didn't win your business…and it's a fair question.…
- Explain the role of an account manager in a marketing agency.
- Review information from a request for proposal before deciding which agencies will present a pitch.
- Identify the purpose of a non-disclosure agreement.
- Recognize the benefits of assigning a liaison as a point of contact.
- Define scope of work and explain why it is typically an exhibit to a contract.
- Determine the most effective way to manage risks before issuing a contract.