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The Myth of Standard Selection Criteria

Choosing the right communication agency is a crucial decision for advertisers. Yet, the search for 'standard selection criteria' is like looking for a one-size-fits-all solution in a world of unique needs.



Understanding the Core: The Needs Analysis

The journey should always begin with a thorough needs analysis - the cornerstone of the selection process. Imagine embarking on a voyage without a map; you may know your destination but without direction, you'll likely wander aimlessly. Similarly, diving into the selection process without understanding your requirements leads to confusion and inefficiency.

The common pitfall? Skimming over this step or bypassing it altogether, often resulting in selections based on familiarity or prestige rather than alignment with specific needs. A needs analysis delves into various facets such as expertise, collaboration model, budget, attitude, and the scope's complexity, ensuring you're equipped for the journey ahead.


Crafting the Compass: Establishing Selection Criteria

Once the needs are clearly outlined, the transformation into concrete selection criteria begins. This step is like drawing the map for your journey, detailing the paths to explore and the terrains to avoid. It's vital to cover all bases, ensuring the criteria encompass all identified needs, serving as a guide through the pitch process. Consider the process of prioritizing these criteria as charting your course. Not all agencies will meet every criterion to perfection. Hence, distinguishing between the non-negotiables and the negotiables prevents you from getting lost in the sea of options, focusing your search on agencies that align with your core requirements.


The Uniqueness of Each Journey

Our experience with over 300 pitches at PitchPoint highlights a compelling truth: no two sets of selection criteria are ever identical. Every advertiser's needs and emphases vary, demanding a unique combination of criteria.This individuality underscores the challenge of establishing selection criteria. There are no one-size-fits-all answers or wish lists. Each advertiser's journey is distinct, with various angles and approaches within a communication plan that render the task of drafting a needs analysis both challenging and critical.


Navigating the Process: From Analysis to Selection

The process of selecting a communication agency can be compared to navigating through uncharted waters. Each step, from conducting a comprehensive needs analysis to translating these needs into selection criteria and finally, prioritizing these criteria, is crucial. It's about crafting a tailored map that guides you through the selection process, ensuring alignment with your unique requirements and objectives. In essence, the myth of standard selection criteria is just that - a myth. The reality is a complex, nuanced process that demands a deep understanding of one's needs and a meticulous approach to defining criteria that reflect these needs. By embracing this process, advertisers can make informed decisions, selecting a communication agency that not only meets their criteria but also propels them towards their goals.


PitchPoint can help you find an agency that understands your needs and will help you create long lasting effective partnerships to increase the impact of your marketing budget. Contact mia@pitchpoint.be for a no-obligation discussion on this.

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