1. How To Identify The Right Marketing Agency in
Today's Digital World
G. Donck - Customer Happiness Manager

2. Introduction
Budget spent on Digital Marketing Skyrockets
€57,3bn (2014) -> €103,4bn (2019 exp.) - +80% (Forrester Research)
Shift from an “Agency of Record” to an “Agency Roster” Model
Association of National Advertisers
E.g. Google has 5 agencies… only for Digital!
Only 11% work with a lead agency that handle all digital assignment
More and more agencies (1 700 + only in Belgium!)
How To Identify The Right Marketing Agency in Today's Digital World

3. About Sortlist.be
54 000+ Agencies Worldwide
1 700+ Agencies in Belgium
Partnership with Media Marketing (BE)
14 500+ visitors / month
+/- 6 projects / day
€ 4 millions marketing budgets managed
in the last 2 months
“The Meetic of the Marketing
World”
How To Identify The Right Marketing Agency in Today's Digital World

4. #1 PREPARATION IS KEY
Is your budget clear?
Who is going to manage the process?
How many longlisted - shortlisted?
Timeframe?
Do you need to involve procurement departement?
How To Identify The Right Marketing Agency in Today's Digital World

5. What business issues are you trying to solve?
Is the solution a distraction or really key?
Does the agency understand this issue?
Are they coming up with relevant solutions?
How To Identify The Right Marketing Agency in Today's Digital World
#2 BUSINESS ISSUES

6. Do they understand your sector?
Are there conflicting businesses?
Any experience addressing your customers?
Do they understand your competitive landscape?
Do thet know the eventual technical terms?
Or any legal requirements?
How To Identify The Right Marketing Agency in Today's Digital World
#3 YOUR SECTOR

7. Do you have enough resources to manage the agencies?
Do you want the best specialists in each discipline?
How do you plan to optimize your budget?
How are you going to make sure they communicate with each other?
How To Identify The Right Marketing Agency in Today's Digital World
#4 ONE-STOP-SHOP vs SPECIALIZED

8. Are they recent references?
What was the scope of the project they accomplished?
Are they more specialized in B2B, B2C, both?
Are they more Strategist vs Maker?
Are they more Out-of-the-box vs Classic?
Are they more Specialized vs Full Service?
How To Identify The Right Marketing Agency in Today's Digital World
#5 REFERENCES

9. Do you need a dedicated account manager?
How will you balance your in-house taskforce with agency work?
How transparent seems the agency?
What tools are they using to communicate?
Who will take care of you?
How To Identify The Right Marketing Agency in Today's Digital World
#6 CLIENT SERVICE

10. What are they promising you?
What is the frequency of your assessment?
What are the key performance indicator (KPI) you plan to set up?
How will you assess your return-on-investment (ROI)?
How To Identify The Right Marketing Agency in Today's Digital World
#7 ASSESSMENT

11. Do you prefer to be the big customer of a small agency or a small customer of a big
agency?
Who will work directly with you?
Who will be your account?
Are they certified? Awarded?
Are they experienced?
How To Identify The Right Marketing Agency in Today's Digital World
#8 AGENCY STAFF & SIZE

12. Possible to work remotely?
Do you need meetings?
Are aligned with the culture?
Do they need customers insights?
Working on remote not as easy as it seems
How To Identify The Right Marketing Agency in Today's Digital World
#9 PROXIMITY

13. Do you know your budget?
Is it media included?
How flexible are you?
Does it involve strategy or just production?
How To Identify The Right Marketing Agency in Today's Digital World
#10 BUDGET

14. Are they interested to work for you?
What feeling did you have after the chemistry meeting?
Do they share the sames values?
How To Identify The Right Marketing Agency in Today's Digital World
last but not least: CULTURAL FIT!

15. Questions?
Start a search for FREE: www.sortlist.be
Email me: geoffroy@sortlist.com
Call me: +32 2 318 53 67
Follow us: @sortlist
How To Identify The Right Marketing Agency in Today's Digital World