Executive Summary (This is a document excerpt)

Site owners often report difficulty finding and hiring the right agency. Despite carefully preparing requests for information (RFIs) and requests for proposals (RFPs), they struggle to identify the right agencies, and when they do, they fail to receive adequate responses. To help shed some light on the process, we surveyed 41 North American interactive agencies and asked them what they look for in a client engagement. They told us that alignment between client business objectives and their core competencies was key and that project size and access to key decision makers was also important. Site owners can make their agency selection efforts more successful by communicating clear, prioritized objectives, asking agencies to show their work instead of merely describing it, and considering creative alternatives to the RFP process.

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