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For CMO Professionals

The Fit Test For Strong Agency Relationships

Optimizing The RFP Process For The Post-Digital Agency Landscape

November 19, 2014

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Why Read This Report

Chief marketing officers (CMOs) increasingly look to their agency for a strong strategic voice that can assist them in driving change with their brand. But the agency selection process is most-often focused on tactical details like capabilities, past work, and pricing. This traditional approach ignores elements critical to building a relationship that can drive the business forward in an increasingly competitive and real-time environment, such as agency vision, experience, passion, and process. This report will outline the ways in which CMOs can screen for these criteria during the agency selection process.

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Table of Contents

  • CMOs Face An Increasingly Complex Challenge
  • Marketers Should Add Four Key Screens To The RFP Process
  • Apply The Fit Test To Your Agency Selection Process
  • RECOMMENDATIONS

  • CMOs Must Put Significant Effort Into Agency Selection
  • Supplemental Material
  • Related Research Documents