Get me an ad man!: A former bank marketer explains how to find, hire and work effectively with an advertising agency.

• Author: Sells, Mike
• Position: Fundamentals - Brief Article

Many financial institutions--especially community banks--have questions about advertising agencies: how to find and hire one that meets the bank's needs; how to maintain a positive, mutually beneficial relationship once the bank has located a good agency; and how to work effectively and efficiently with an agency.

As a former bank marketing officer and currently an advertising agency owner I am in a unique position to provide some practical pointers in response to these questions.

Most bank marketers fall into one of several categories when it comes to advertising agencies:

* Your bank has an existing, successful relationship with an agency.

* Your bank has an existing, unsuccessful relationship with an agency--and it's time to find a new one.

* Your bank has an existing relationship with an agency, but, because the bank's needs have changed, you're not sure if your current agency is still a good fit.

* Your bank has not used an agency, but you feel it is time to consider using one if an agency's services would be beneficial to you and your bank.

If you fall into the first category--congratulations. If not, then here are some things you should know about advertising agencies and how to deal with them.

What an agency has to offer

Let's begin with a few obvious questions. "What can an agency offer me?" and "Is my bank large enough to need an agency?"

An agency should be able to offer you and your bank two basic things -- ideas and service.

Ideas because, in its purest form, these are an agency s product -- matching marketing, media, public relations and advertising ideas with your specific needs.

This may sound simplistic, but it's true. Advertising agencies employ creative professionals whose entire job is to craft attention-grabbing messages that communicate an idea in a compelling way to your desired target audience. They are adept --or should be -- at understanding your products/services and your customers/prospects and finding the best way to introduce one to the other. When this is done correctly, it results in a "big idea" that moves market share and increases profitability.

And if you employ an ad agency, you should take the advice of David Ogilvy (America's most famous advertising expert), who told advertising clients: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?" This is so true. If you think you have the ability to create effective, persuasive advertising without an agency's help, then do it yourself and don't hire an agency. Otherwise, you'll simply be wasting money and frustrating yourself and the agency.

So what is your role in working with an agency in the arena of ideas? Here are three suggestions.

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