Paul Friederichsen – Selecting the Right Ad Agency
October 30, 2005—Paul Friederichsen, CEO of the marketing and branding firm Brand Biz. in the final segment of a series looking at selecting an advertising agency, discusses the choosing an agency that's the right fit for your company’s needs, including outlining the selection process and recognizing your company’s precise needs. Frederichsen talks about setting internal ground rules to define the process, assembling a list of potential candidates, researching their records, holding preliminary agency meetings, preparing a Request For Proposal. Also discussed are, where non disclosure agreement come in, goal setting, evaluating the returned requests for proposals and making the final decision.