Choosing the right advertising agency

Bank marketers should carefully choose agencies that will handle their advertising requirements. To do this, they must first assess the advertising needs of their banks. The results of the need-assessment process will then serve as the criteria for selecting an ad agency. Aside from this, the degree of involvement required from an agency should also play a role in the decision process. When choosing from among a list of agencies, bank marketers should study each prospective agency. This requires the identification of the personality, philosophy and work ethic of the agencies on the selection list, which should complement those of the bank. Other factors of import are expertise, size, creative experience and responsiveness. After an agency has been chosen, bank marketers should then strive to create an effective working relationship. The selection process at Bay View Federal, SouthTrust Bank, Comerica Inc. and Valley Bank are discussed.
Are you a traditional bank marketer intent on presenting the proper image? Or maybe you have an assertive, down-to-business attitude? Do you like to be on the cutting edge? Knowing [...]