Mirren Search Consultant Review: The Results Are In
Download Your Copy: Agencies Report Numerous Practices Must Improve
Oct 11, 2009 by Brent Hodgins
Agencies invest a tremendous amount of their resources in Search Consultant-led reviews.
Given this, our objective with this study is to spark the dialogue and provide the agency feedback that will ultimately lead to improving how Search Consultants get the best work from the agencies they engage. We are also providing agency feedback to help ensure reviews are being run in a way that is efficient, effective and ethical.
Fear of Being Black-Listed: It is worth noting that this study created an element of concern with agency executives. Thirteen people emailed Mirren in advance of completing the review to ensure their names would in fact be kept 100% confidential, all of them indicated a fear of being "black-listed" from receiving any further calls from the Search Consultants. No agency executives are named in this review.
It is also interesting to note that several Search Consultants emailed Mirren to show their support for improving best practices for everyone in their field.
Key elements agencies reported that must improve included:
- Stop the "cattle calls:" be more selective in the agencies that are being invited.
- Stop "process for process sake" and instead better focus the process on providing client decision-makers with only the information they really need to make informed decisions.
- To better understand the key business/marketing/communications issues, provide more access to the client decision-makers.
- Provide better, more constructive feedback to agencies after reviews.
- Search Consultants themselves must work harder to better understand the real business/marketing issues/problems.
- Stop selling services to agencies, which in turn creates the potential for conflict of interest and makes agencies feel obligated to "pay to be in the game."
- Stop showing the materials (that were submitted for a particular review) to other agencies.
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Mirren Research
Oct 23, 2009 by: James at Click Here, Inc.
Radical thought: make the next brief... brief. Planners and creatives alike want one page to set the stage. Why not for the next pitch?
Also - this was a much needed survey. You handled the topic in a very professional manner. Good key learning within the report – and a few surprises in the rankings.
Also - this was a much needed survey. You handled the topic in a very professional manner. Good key learning within the report – and a few surprises in the rankings.
Oct 13, 2009 by: Adweek Debate
And the debate continues online at Adweek.com: http://bit.ly/cUDKK
@andrew
October 13, 2009
good point. but the truth is there are idiots on both sides who will never get "it" or anything else for that matter. nobody has a monopoly on stupidity and insensitivity ;-)
Andrew Ettinger
October 13, 2009
This is a very interesting study. As for clients who "don't get it," well maybe it is the agencies that don't understand their clients' perspectives. Just a thought.
Crush on Hasan
October 13, 2009
OK, so my comment is unrelated to all the serious stuff that everyone else is talking about. I thought this would be a fun place to say that Hassan is the sexiest consultant! Not in a "GQ" kind of way but he has that quiet confidence, half-smile, and really intelligent eyes that are so hott! Am I the only one who thinks this??
Advice for BC
October 13, 2009
Bill...you have to be a little more subtle in your blatant pitch to get some business. Just a suggestion.
Bill Crandall
October 12, 2009
The real problem for most agency CMOs and New Business Directors is that they don’t “get it”. Just as agencies must do their very best for their clients, agency search consultants must too. With an agency background of 15 years in account management at top agencies, on global brands, and at least the last 10 dedicated exclusively to agency new biz development for both large and small agencies, I can tell you this with certainty: 1) Most top search consultants are extremely sharp and know exactly what they are doing. If your agency is any good, they already know about you in detail - and if they don’t, it’s your fault. 2) Agency CMOs and new business types, who think they are “special” and play follow-up ball after reading something in the trades or because their boss told them to chase it, should think about a new line of work. 3) If your agency billings (actual or capitalized) are under 100 million, you’re probably not on their radar. Under 50M, you can almost forget about it. In any case, you had better have about one full-time head on the agency payroll for every million in billings you claim. That’s the rule. 4) It’s not personal, it’s business. And if you believe that, I’ve got a bridge … Search consultants root for certain people at certain agencies, but they can’t fit a round peg certain agencies, but they can’t fit a round peg into a square hole. The agency always has to have ”the goods”. 5) Speculative creative is generally a losing proposition unless it’s for a very sophisticated client who realizes that “the work” is just for show. Smaller clients often just want to be entertained. So, avoid “spec” unless you’re willing to be a clown in their circus. Finally, don’t blame agency search consultants for your shortcomings or frustrations. If you don’t fit the bill, stay home and create your own opportunities elsewhere. Lots of companies out there looking for help. bcrandallnyc@aol.com
Really Palma..
October 12, 2009
I couldn't disagree with you more. This is the exact kind of study that we need more and not less of. How many more articles do we need about one ecd going to another company. Who cares. This is one of the few examples of the trade rags providing relevant and important information. Now you have to trust that the survey is legit and done in a professional manner which I'm confident it was given Mirren's involvement. They're a good organization and put on a great annual New Business summit. I think you're wrong on this one. But that's just my opinion.
New Biz Guy
October 12, 2009
The fact is there is a value added role for someone helping clients find the right agency. The problem is in the execution. Too much time is spent on process, rfps, videos, spec work etc. and not nearly enough in clients meeting with and getting to know the people that would work on their business. The consultants add to this problem. Why? Not positive, but I'm guessing they feel a need to rationalize their fees by overcomplicated the process. The more complex the process the more it seems that they're an essential part of the equation. 75% of the time that the consultants spend with clients should be time the clients are actually spending with prospect agencies. I think there is a major opportunity for a couple of smart industry people to reengineer this process. Simple approach.. - Consultants having a broad knowledge base of as many relevant agencies as practical and not just the top 15 as they currently do. - The work is the work, there shouldnt be a requirement to spend time and money on creating new spec work. - A straightforward, clear and wellc ommunicated process for agencies so they know exactly what they can expect and what's expected from them. - Open and honest feedback on why an agency wasnt selected. Now, every agency that loses the account was "the second pick". No one likes to deliver bad news but it should be incumbent on consultants to provide honest feedback...and quite frankly give the agencies a chance to respond. More openness is needed in this process. 10+ years ago a consultant could add value simply by letting clients know which agencies did what work and providing credentials/reels/etc. Now with information readily available in hundreds of places the consultants are struggling to figure out their value added role.
Go away. Far away
October 12, 2009
There shouldn't be search consultants. It's really the best way for clients to limit their prospects. Consultancies have their favorite agencies, and that's how it goes. If Chrysler calls one, they'll get TBWA, DDB, maybe The Richards Group. And perhaps a wildcard of Kirshenbaum or Strawberryfrog. They don't even know about half the boutiques in the country/world. I'd be shocked to see Ari Merkin's TOY get included, or MMB in Boston, or 72 and Sunny in LA. If one person at the prospective client spent a week or two doing a minimal amount of research... they would find some really great shops out there. Ones the consultants never consider. ** I do not work at any of the shops mentioned.
rod "****" peters
October 12, 2009most clients would be better off throwing darts at a dartboard. blindfolded.
NewBizBoy
October 12, 2009
My question is whether consultant-lead pitches deliver better ROI for clients. EG, do they result in longer-lasting relationship due to better client/agency fit? Better work and/or business growth outcomes? Or is the value proposition merely about outsourcing a process that clients are too busy to manage themselves?
Bernie Made-Off
October 12, 2009Search consultants are the biggest racket this industry has.
NewBizGal
October 12, 2009
The consultants who are the most respected are the one who communicate the best. They set a process and a schedule and stick to it. They give plenty of interaction time with the client and understand the importance of that "chemistry". They can control their clients. Some of my favorites have standardized their RFPs, so only a few questions are unique to their clients, making this first step a breeze. I have to laugh at Judy Neer defending her video submission process. Are you kidding? They are very expensive and work intensive and you chose the finalists from a video, rather than face-to-face -- what client who is serious about forging a relationship would want that? And you can make all the excuses you want for those who charge to be "listed" with their agency, it is a conflict of interest. They only represent the agencies who have paid them. They should deliver the invoice at gun point.
Arthur Anderson
October 12, 2009
The Mirren study is much appreciated. Dialogue indeed is beneficial. MorganAnderson pioneered integration of Search-and-Compensation over 20 years ago, but shifted eight years ago to emphasize Agency Financial Management and Agency Relationship Enhancement for Marketers. There are far too many agency searches these days. It is often more a tactic than strategy. And it takes much time and money for all concerned and rarely diminishes risk. The big secret is that 80% of agency issues are client driven. Best practices is the place to focus with sufficient time. The search model needs rethinking, renewal and restoration. It would also benefit client/agency relationships if agencies were more transparent, told-it-like–it-is, and were proactive with value standards for accountability and reward. Arthur Anderson Principal MorganAnderson Consulting New York
change is needed
October 12, 2009
I've been in countless consultant led pitches over the years. 90% were negative experiences. Layers added, trying to get in good with the consultants, final decisions that defy reason, etc. Tell me if my memory isn't correct, but the original way Select Resources was set up seemed smart. They had portfolios of work from the agencies and served as more as a matchmaker.Somewhere along the line, the business model shifted over to where they were representing clients as opposed to agencies. Again, I may be murky on this, but I think the consultant process has become extremely flawed, yet is perpetuated by agencies (most) who never cry foul in fear of being left off the list.
HANG ON!
October 12, 2009
these charlatans CHARGE agencies to assess their credentials? only ad agencies would put up with this fraudulence. here's an idea. find an ad campaign you like. give those guys a crack at your account. save yourself a lot of money and time.
thopp
October 11, 2009
Process for process sake you say? Go to Campbell-Ewald. They live for process!
hal incandenza
October 11, 2009
i believe many consultants have good intentions, but simply don't know enough about the business and/or have too many "friends" at agencies warping their perspectives to really be effective at what they do.
@andrew
October 13, 2009
good point. but the truth is there are idiots on both sides who will never get "it" or anything else for that matter. nobody has a monopoly on stupidity and insensitivity ;-)
Andrew Ettinger
October 13, 2009
This is a very interesting study. As for clients who "don't get it," well maybe it is the agencies that don't understand their clients' perspectives. Just a thought.
Crush on Hasan
October 13, 2009
OK, so my comment is unrelated to all the serious stuff that everyone else is talking about. I thought this would be a fun place to say that Hassan is the sexiest consultant! Not in a "GQ" kind of way but he has that quiet confidence, half-smile, and really intelligent eyes that are so hott! Am I the only one who thinks this??
Advice for BC
October 13, 2009
Bill...you have to be a little more subtle in your blatant pitch to get some business. Just a suggestion.
Bill Crandall
October 12, 2009
The real problem for most agency CMOs and New Business Directors is that they don’t “get it”. Just as agencies must do their very best for their clients, agency search consultants must too. With an agency background of 15 years in account management at top agencies, on global brands, and at least the last 10 dedicated exclusively to agency new biz development for both large and small agencies, I can tell you this with certainty: 1) Most top search consultants are extremely sharp and know exactly what they are doing. If your agency is any good, they already know about you in detail - and if they don’t, it’s your fault. 2) Agency CMOs and new business types, who think they are “special” and play follow-up ball after reading something in the trades or because their boss told them to chase it, should think about a new line of work. 3) If your agency billings (actual or capitalized) are under 100 million, you’re probably not on their radar. Under 50M, you can almost forget about it. In any case, you had better have about one full-time head on the agency payroll for every million in billings you claim. That’s the rule. 4) It’s not personal, it’s business. And if you believe that, I’ve got a bridge … Search consultants root for certain people at certain agencies, but they can’t fit a round peg certain agencies, but they can’t fit a round peg into a square hole. The agency always has to have ”the goods”. 5) Speculative creative is generally a losing proposition unless it’s for a very sophisticated client who realizes that “the work” is just for show. Smaller clients often just want to be entertained. So, avoid “spec” unless you’re willing to be a clown in their circus. Finally, don’t blame agency search consultants for your shortcomings or frustrations. If you don’t fit the bill, stay home and create your own opportunities elsewhere. Lots of companies out there looking for help. bcrandallnyc@aol.com
Really Palma..
October 12, 2009
I couldn't disagree with you more. This is the exact kind of study that we need more and not less of. How many more articles do we need about one ecd going to another company. Who cares. This is one of the few examples of the trade rags providing relevant and important information. Now you have to trust that the survey is legit and done in a professional manner which I'm confident it was given Mirren's involvement. They're a good organization and put on a great annual New Business summit. I think you're wrong on this one. But that's just my opinion.
New Biz Guy
October 12, 2009
The fact is there is a value added role for someone helping clients find the right agency. The problem is in the execution. Too much time is spent on process, rfps, videos, spec work etc. and not nearly enough in clients meeting with and getting to know the people that would work on their business. The consultants add to this problem. Why? Not positive, but I'm guessing they feel a need to rationalize their fees by overcomplicated the process. The more complex the process the more it seems that they're an essential part of the equation. 75% of the time that the consultants spend with clients should be time the clients are actually spending with prospect agencies. I think there is a major opportunity for a couple of smart industry people to reengineer this process. Simple approach.. - Consultants having a broad knowledge base of as many relevant agencies as practical and not just the top 15 as they currently do. - The work is the work, there shouldnt be a requirement to spend time and money on creating new spec work. - A straightforward, clear and wellc ommunicated process for agencies so they know exactly what they can expect and what's expected from them. - Open and honest feedback on why an agency wasnt selected. Now, every agency that loses the account was "the second pick". No one likes to deliver bad news but it should be incumbent on consultants to provide honest feedback...and quite frankly give the agencies a chance to respond. More openness is needed in this process. 10+ years ago a consultant could add value simply by letting clients know which agencies did what work and providing credentials/reels/etc. Now with information readily available in hundreds of places the consultants are struggling to figure out their value added role.
Go away. Far away
October 12, 2009
There shouldn't be search consultants. It's really the best way for clients to limit their prospects. Consultancies have their favorite agencies, and that's how it goes. If Chrysler calls one, they'll get TBWA, DDB, maybe The Richards Group. And perhaps a wildcard of Kirshenbaum or Strawberryfrog. They don't even know about half the boutiques in the country/world. I'd be shocked to see Ari Merkin's TOY get included, or MMB in Boston, or 72 and Sunny in LA. If one person at the prospective client spent a week or two doing a minimal amount of research... they would find some really great shops out there. Ones the consultants never consider. ** I do not work at any of the shops mentioned.
rod "****" peters
October 12, 2009most clients would be better off throwing darts at a dartboard. blindfolded.
NewBizBoy
October 12, 2009
My question is whether consultant-lead pitches deliver better ROI for clients. EG, do they result in longer-lasting relationship due to better client/agency fit? Better work and/or business growth outcomes? Or is the value proposition merely about outsourcing a process that clients are too busy to manage themselves?
Bernie Made-Off
October 12, 2009Search consultants are the biggest racket this industry has.
NewBizGal
October 12, 2009
The consultants who are the most respected are the one who communicate the best. They set a process and a schedule and stick to it. They give plenty of interaction time with the client and understand the importance of that "chemistry". They can control their clients. Some of my favorites have standardized their RFPs, so only a few questions are unique to their clients, making this first step a breeze. I have to laugh at Judy Neer defending her video submission process. Are you kidding? They are very expensive and work intensive and you chose the finalists from a video, rather than face-to-face -- what client who is serious about forging a relationship would want that? And you can make all the excuses you want for those who charge to be "listed" with their agency, it is a conflict of interest. They only represent the agencies who have paid them. They should deliver the invoice at gun point.
Arthur Anderson
October 12, 2009
The Mirren study is much appreciated. Dialogue indeed is beneficial. MorganAnderson pioneered integration of Search-and-Compensation over 20 years ago, but shifted eight years ago to emphasize Agency Financial Management and Agency Relationship Enhancement for Marketers. There are far too many agency searches these days. It is often more a tactic than strategy. And it takes much time and money for all concerned and rarely diminishes risk. The big secret is that 80% of agency issues are client driven. Best practices is the place to focus with sufficient time. The search model needs rethinking, renewal and restoration. It would also benefit client/agency relationships if agencies were more transparent, told-it-like–it-is, and were proactive with value standards for accountability and reward. Arthur Anderson Principal MorganAnderson Consulting New York
change is needed
October 12, 2009
I've been in countless consultant led pitches over the years. 90% were negative experiences. Layers added, trying to get in good with the consultants, final decisions that defy reason, etc. Tell me if my memory isn't correct, but the original way Select Resources was set up seemed smart. They had portfolios of work from the agencies and served as more as a matchmaker.Somewhere along the line, the business model shifted over to where they were representing clients as opposed to agencies. Again, I may be murky on this, but I think the consultant process has become extremely flawed, yet is perpetuated by agencies (most) who never cry foul in fear of being left off the list.
HANG ON!
October 12, 2009
these charlatans CHARGE agencies to assess their credentials? only ad agencies would put up with this fraudulence. here's an idea. find an ad campaign you like. give those guys a crack at your account. save yourself a lot of money and time.
thopp
October 11, 2009
Process for process sake you say? Go to Campbell-Ewald. They live for process!
hal incandenza
October 11, 2009
i believe many consultants have good intentions, but simply don't know enough about the business and/or have too many "friends" at agencies warping their perspectives to really be effective at what they do.
Oct 12, 2009 by: DREADING MY NEXT REVIEW
i hope this finally gets people talking. the consultants have to stop fueling the insanity with hoards of agencies in each review, book-like RFIs and clients that want the world for a dime. agencies have to get brave and push back - finally start saying no!
Oct 12, 2009 by: DLK in Chicago
Just read this... congrats to ARK, Hasan and Rojek for being voted favorite to work with. All class acts, setting the standard.
Oct 12, 2009 by: Brad
For the most part, they're all good. However, there are a few that put agencies through more work than is really necessary at the end of the day. I wonder if they'll continue to run fewer reviews due to procurement?
