| 1. | Be clear about two things. Where you are now and where you want to go. Let the agency work out how to get you there |
| 2. | Always write a brief. It saves time, money and makes it easier for you to decide which agency is best for you |
| 3. | It’s not a trick. Getting an agency to ‘guess’ what you need won’t bring you the solution you want – meet them to brief them. |
| 4. | Provide as much relevant information as you can. Any work presented to you will be inappropriate if there are gaps in the agencies knowledge |
| 5. | Define your business ‘problem’ simply |
| 6. | Don’t ask an agency to pitch if you are unhappy with where they are located |
| 7. | Allow a minimum of four weeks to prepare a full creative pitch |
| 8. | Select your winning agency one week after final presentations |
| 9. | Tell the losing agencies exactly why they didn’t win. They need to know in order to develop. |
| 10. | You don’t have to go to a competitive pitch. If you have an agency in mind - meet them, brief them and if they present well, appoint them. |
