The Advertiser/Agency Selection Process

Charles G. Meyst

The author describes a new way to overcome the tedious first stages of selecting an advertising agency (in the USA) via the extensive database at www.agencyfinder.com

The Advertiser/Agency Selection Process

An innovative approach to finding a new agency

Charles G. MeystBusiness Partnering International, Ltd

1997 was another year of unrelenting pressure on corporate executives to deliver the ever higher earnings needed to sustain historically high market valuations. And that, in turn, has put increased pressure on agencies to deliver higher earnings through sales.

When sales disappoint, the penalties can be severe. The trade press has been full of stories of staggering one day declines in stock prices following lower than expected earnings reports.

The outlook for the future is more of the same. Burtch Drake,...

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