Pick An Agency...Any Agency
Creativity is the criterion that most clients cite as their primary requirement when selecting an agency. Unfortunately, few of them actually allow creativity its full head of steam after the selection process is complete. Its importance, therefore, may be a little overrated and, besides, creativity ought to be, at best, an entry point to selection, not the panacea. So we will come back to it.
The process of selecting an agency is probably best discussed within the context of an agency review scenario. We will assume that an incumbent agency exists, as this is something that both experienced marketing professionals and established agencies can relate to. OK, so having identified this as our 'typical' process, a critique of this scenario could help improve the process and the outcome for both parties in the future.