Need to choose an agency with discretion and in confidence?

Managed incorrectly or poorly, the selection process becomes time-consuming, expensive and exhausting. There are literally hundreds of agencies across all communication disciplines, ranging from those specialising in one core skill to those offering “multi-discipline media neutral solutions”, which makes a client's task in choosing an agency even more daunting.

Exclusive access

This is why the IAS is able to operate to the extent that it has the ability to consistently differentiate itself from its competitors - namely, only IAS clients have exclusive access to a database of agencies that subscribe to the IAS.

The IAS search and selection service is effective, time efficient and highly valuable for companies, marketers and communications personnel. The IAS offers unparalleled knowledge in its capacity as the first company of its kind in South Africa to offer a service that assists clients in finding agencies in an effective and professional manner.

Clients are therefore able to make informed decisions about agencies based on sound information, insight and understanding of the market. Its approach is simple, as it guarantees anonymity whilst still allowing the clients to be in full control of decision making.

The IAS follows the precise methodologies of the AAR Group in the UK, with which IAS is affiliated. These tried and trusted methods, which have been perfected over a 30-year time span, and delivered in South Africa by the directors of Mazole Holdings, the IAS parent company, ensure that these years of experience coupled with on the ground knowledge in South Africa meet the particular needs and requirements of marketers when selecting their agencies.

Firsthand experience

Having worked in advertising throughout the eighties and early nineties both in South Africa and the UK, I have firsthand experience of the processes that clients go through when making their agency selection.

In addition, as a qualified marketer, I know how this process can impact on the day-to-day workings within a marketing department of an organisation. The IAS method is able to alleviate much of the anxiety and time consumption that can and does accompany an agency pitch process.

Marketers who are not sure whether they should change agencies because they do not want to ruin the relationships with their existing ones are able to put their minds at ease because the IAS knows that discretion and confidentiality are important to clients, ensuring that the process is done in a discreet manner. The IAS can conduct a judicious search and provide relevant data for clients to access.

Six steps

The process that the IAS follows is clear and effective and consists of six steps:

1. The IAS guides client ( the marketer) through the construction of the agency brief, identifying the client's key criteria.
   
2. The IAS prepares a report on the agencies that best fit the client's brief, summarising all key agency detail. The client then chooses a selection of agencies (approximately 10) to view in more detail.
   
3. The IAS issues a call for credentials brief to selected agencies. Clients are invited to visit the IAS premises to discuss the agencies, view their tailored credentials and case-studies, presentations plus any agency reels and portfolios.
   
4. After the screening, the client cuts the top 10 down to four or five agencies to visit in person: the IAS arrange the itinerary and brief the agencies concerned.
   
5. A shorter list of agencies having now been identified, the client should formally invite the agencies to pitch for their business. The IAS offers guidance on the pitch process, brief and evaluation.
   
6. Post pitch meeting: the IAS has a debrief meeting with the client to assess the agency search and selection experience and to advise the client on how to get the best out of its new agency relationship.
   

It is important to note that the IAS does not favour one agency over the other, rather providing recommendations and ultimately giving full discretion to the client to make the final decision.

Up until the short list at step five of this process, none of the agencies (including the client's existing one) have any idea that a review process has been started. The selected shortlisted agencies then meet the client in complete confidentiality. The pitch process proceeds to final stages, with IAS supporting client and agencies until the final selection has been made.

We are able to assure clients that at all times confidentiality takes priority and that relationships based on integrity are allowed to form. This cultivates a solid partnership between client and agency that will deliver great advertising. That shared objective is the cornerstone of our business.