{"id":3486,"date":"2016-01-27T22:31:00","date_gmt":"2016-01-27T22:31:00","guid":{"rendered":"https:\/\/www.certitrek.com\/nlpa\/2016\/01\/27\/selecting-an-agency-for-impactful-marketing\/"},"modified":"2023-05-31T08:07:41","modified_gmt":"2023-05-31T12:07:41","slug":"selecting-an-agency-for-impactful-marketing","status":"publish","type":"post","link":"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/","title":{"rendered":"Selecting An Agency For Impactful Marketing"},"content":{"rendered":"

Special thanks to Source One Management Services for this guest post<\/em><\/p>\n

Don\u2019t miss updates on Procurement & Supply Chain, Subscribe here!<\/p>\n

\u201cWhat does it look like to throw like a girl? Fight like a girl? Run like a girl?\u201d Remember this Super Bowl commercial that got everyone talking? Do you remember how captivated you were at the end when the producer asked a young girl what it meant to run like a girl and she answered, \u201cIt means run as fast as you can.\u201d<\/p>\n

Leo Burnett\u2019s Always ad \u201cLike a Girl\u201d took home the 2015 Emmy for outstanding commercial at the National Academy of Television Arts and Science\u2019s annual Creative Arts Emmy Awards ceremony. This commercial beat out Gatorade\u2019s Derek Jeter tribute \u201cMade in New York,\u201d Budweiser\u2019s \u201cLost Dog,\u201d and Snickers\u2019 \u201cYou\u2019re Not You\u201d spot \u201cBrady Bunch\u201d (Diaz, AdAge). This commercial was up against so many other memorable ads, so what made it go viral and why was it so groundbreaking? To put it simply, it challenged the typical advertisements for feminine products. Procter & Gamble\u2019s Always brand used an empowering message to reach their target shopper.<\/p>\n

Creating a successful business means teaching your customers about your product and generating brand awareness. Somewhere along the supply chain you will begin to market and advertise your product and there are countless ways to do so, including: promoting your product as a necessity; highlighting the trendiness of your product; or emphasizing your product\u2019s cost effectiveness over the competition, etc. The key? \u2013 focusing on your customer.<\/p>\n

It comes as no surprise that the idea for the \u201cLike a Girl\u201d commercial came from analyzing customer research. Fama Francisco, Vice President of Global Always, and her colleagues looked closely at the data and found that girls experience a significant drop in self-confidence when they hit puberty (Berman, Huffington Post). This consumer insight allowed the Always team the ability to step back and think about why young girls have less self-confidence during this time and how they can impact this.<\/p>\n

When thinking about creating a memorable brand, it is crucial to have an advertising agency that will sit down with you and understand your message. You want an agency who will focus on your target customer and create a campaign that will be just as timeless and captivating as the \u201cLike a Girl\u201d commercial.<\/p>\n

When considering the right advertising agency for your company, it comes down to five main criteria.<\/p>\n

    \n
  1. Company Culture \u2013<\/strong> The ideal advertising agency should be a cultural fit for your company. For example, Always is a Procter & Gamble brand. Procter & Gamble\u2019s core values are Integrity, Leadership, Ownership, Passion for Winning, and Trust. P&G would want a marketing agency with similar values. Having similar fundamental values will help set expectations from the start and limit the likelihood of any friction between your organization and the agency.<\/li>\n
  2. Account Management \u2013<\/strong> Not only do you want to find a company with similar values as your company, but you also want an account management team who will treat your brand with immense care. The Account Management team will be spending many hours working on building the right marketing for your organization, and you want to be sure they connect with your brand. Get to know the people who you will be working with and learn what motivates them to produce their best work. For the \u201cLike a Girl\u201d commercial, Fama Francisco found a team at Leo Burnett who brought her vision of addressing young girls\u2019 self-confidence to fruition.<\/li>\n
  3. Creativity \u2013<\/strong> After choosing a culturally-fit agency and getting familiar with your account management team, next assess their creative and innovative capabilities. As in the \u201cLike a Girl\u201d commercial, Always no longer wanted to go their normal route and simply talk about the product. They wanted to address the real issue: young girls\u2019 self-confidence. It may be helpful to utilize focus groups or conduct research, but it is also pivotal to have creative minds. You want to create an image and concept that will resonate with your consumers. Creativity and out-of-the-box thinking differentiate the right agency from the competition.<\/li>\n
  4. Experience and industry expertise \u2013<\/strong> Experience in the field is vital. You want to choose a partner who has industry knowledge and ability predict how your advertisement will be received. Leo Burnett\u2019s industry experience was likely a factor in P&G\u2019s agency selection decision. The advertising firm was founded in 1998 and is the 9th largest worldwide agency, creating influential advertisements for companies such as Hallmark, Coca-Cola, and Allstate.<\/li>\n
  5. Commitment and flexibility \u2013<\/strong> Lastly, you want to choose an agency who is going to be with you every step of the way, even when you encounter obstacles. In the very beginning, don\u2019t forget to ask: Why did the agency you chose, choose you? Why were they so passionate to be on your account? Do they only want to add your company name to their website, or do they feel that your brand and company has a purpose? If the agency you choose can connect with you on a more fundamental level, then that company will be committed to producing an impactful advertisement. They will be flexible when problems arise and they will help build your brand.<\/li>\n<\/ol>\n

    Choosing the right advertising partner may be a difficult task, but keeping these five criteria in mind will allow you to better assess potential agencies and maybe even put you on the right path for an award winning marketing campaign.<\/p>\n

    Recommended Reading<\/strong><\/p>\n

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    Special thanks to Source One Management Services for this guest […]<\/p>\n","protected":false},"author":12,"featured_media":4010,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-procurement"],"yoast_head":"\nSelecting An Agency For Impactful Marketing - Next Level Purchasing Association (NLPA)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Selecting An Agency For Impactful Marketing\" \/>\n<meta property=\"og:description\" content=\"Special thanks to Source One Management Services for this guest […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Next Level Purchasing Association (NLPA)\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/NextLevelPurchasing\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-01-27T22:31:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-31T12:07:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.certitrek.com\/nlpa\/wp-content\/uploads\/sites\/5\/2020\/11\/nlpa-images-020.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1067\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Galo Matagay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@nextlevelpurch\" \/>\n<meta name=\"twitter:site\" content=\"@nextlevelpurch\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Galo Matagay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/\"},\"author\":{\"name\":\"Galo Matagay\",\"@id\":\"https:\/\/www.certitrek.com\/nlpa\/#\/schema\/person\/72d094fab77892483dfa6e061cb27eaa\"},\"headline\":\"Selecting An Agency For Impactful Marketing\",\"datePublished\":\"2016-01-27T22:31:00+00:00\",\"dateModified\":\"2023-05-31T12:07:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/\"},\"wordCount\":971,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.certitrek.com\/nlpa\/#organization\"},\"articleSection\":[\"Procurement\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/\",\"url\":\"https:\/\/www.certitrek.com\/nlpa\/blog\/selecting-an-agency-for-impactful-marketing\/\",\"name\":\"Selecting An Agency For Impactful Marketing - 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