Advertising Agency Search

Situation

MarketShare was engaged to write a marketing plan for a major initiative by this Fortune 500 convenience store chain with over 1,650 stores in the southeast region. The plan was accomplished and approved; however, the client was not prepared to implement the advertising aspects of the plan. They had never worked with or retained the support of a full service advertising agency.

Solution

MarketShare was asked to facilitate an advertising agency search within a six week window that would allow the new agency enough time to develop and place the new advertising campaign and hit the predetermined start of advertising date. MarketShare developed a Request for Information, sourced ten potential agencies, facilitated client side team meetings, coached agencies that were participating in the search process, facilitated RFI review and selection of finalists, developed and communicated pitch presentation instructions to finalists and helped client select their new advertising agency.

Outcome

The client’s Vice President of Marketing Services told MarketShare, “I am delighted with (our new agency).” The client and agency are working together to make convenience store channel history.