Question

Topic: Advertising/PR

Looking For A Full-service Advertising Firm

Posted by Anonymous on 6/17/2008 at 11:32 PM ET 5000 Points
Hello,

I am working with a client who is about to conduct a major launch in the United States. This client has tasked me to identify three or four advertising companies that can provide all of the following services:

1. Traditional multi-media advertising (ie, radio, tv, print media, etc)
2. Internet & web advertising, Internet marketing (including SEO/SEM)
3. Public relations
4. Branding

My questions for the Forum are:

1. What selection criteria(s) should this start-up company employ in selecting the advertising company?
2. What should be the priority among media advertising, internet advertising, public relations and branding?
3. What other forms of advertising should be utilized to maximize exposure and awareness of this company and its services.

Anticipated scenario: My client intends to launch in 4 major cities in the United States simultaneously with a targeted goal of going "national" within one year after launch.

Serious responses will be greatly appreciated and rewarded. If you know of any firms that meet the criteria(s) you specify you are encourage to communicate that information to me via the contact info in my profile.

Thanks,
Conrad
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RESPONSES

  • Posted by Jay Hamilton-Roth on 6/18/2008 at 8:36 AM Member
    1. Proven ROI for similar companies. The bottom line is has the agency worked with companies of similar size/budget/niche and gotten the national attention desired in a proven way?

    2. That's up to each agency to formulate. Given you budget, target demographic, and timetable, let them tell you what tools they'll use and why. There's no one-size-fits-all answer.

    3. The obvious answer is something viral, but creating viral advertising (something worth talking about and repeating) is non-trivial. It requires a keen eye, luck, and the right timing. Otherwise, something remarkable: a publicity stunt, teaming up with a national charity, co-marketing with a market leader, a national contest, etc.
  • Posted on 6/19/2008 at 10:45 AM Member
    In regards to item #2. What should be the priority among media advertising, internet advertising, public relations and branding?

    Your product should drive the answer to that (can you share what it is?).... In our world of Results & ROI the best thing a marketing team (agency) can do is get the word-of-mouth momentum rolling in the right direction. Internet advertising, viral marketing and PR create excellent opportunities for you to catapult your product onto the world stage. The next step, and the real trick, is to create brand evangelists from the buzz you create. Will your product hold up? Will people refer it to their friends? Will people pay a premium for it?

    I wish I could help you more but your product can be anything from a tax service to chocolate... How you position your product and the channels you use to communicate truly hinge upon the product itself.

    Best wishes to you. :)

  • Posted by Levon on 6/20/2008 at 9:35 AM Member
    If I was in heading this company and had a huge budget I would turn to the advertising agency with the best name reconginition in the land:

    Saatchi & Saatchi

    Their branding work is very good but high dollar. I would especially evaluate an agencies' work with companies with no name recognition prior to a branding launch to see if they can break companies rather than build on existing reputations.

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