Paul Friederichsen – Recognizing the Need for an Ad Agency & What to Expect When You Have One
September 19, 2005—Paul Friederichsen, CEO of the marketing and branding firm Brand Biz, in the first part of an ongoing series, offers some pointers to assist businesses in recognizing the need for an advertising professional and steps to follow to match the right agency to a company’s needs. Friederichsen outlines the benefits vs. costs approach to making an ad agency decision, the steps in determining the value to be gained from an agency, what specific functions a business should expect from an agency and solving the in-house vs. outside agency question.