Pick an agency…any agency

Scot McKee, founder and managing director of Birddog, provides an agency view of how and why clients should look for a new agency.

Pick An Agency...Any Agency

Scot McKee Birddog

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...

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