360View #005. The Ad Agency Search Process. An Interview with Michael Keeshan of MagiKbox.
Agency executives think about it every day. Clients seem to think about it every 18 to 36 months as CMO’s rotate with ever increasing speed. It is the agency search and selection process.
This week’s show will shed some bright light on this process as I interview Michael Keeshan of MagiKbox LLC, a strategic consultancy based in Greenwich, Connecticut. Michael has the rare distinction of having been on both sides of the agency and client aisles. In his agency days, Michael was the President & COO of Saatchi & Saatchi NY and the Chief Strategic Officer of Saatchi & Saatchi Worldwide. On the groom’s side, he has helped AT&T find an agency for its $600 million account, United Technologies (two times) and Novartis select an international agency resource.
As someone who runs a small agency on the make and was once the Business Development Director of Saatchi & Saatchi North America, I can tell you that I rarely had this kind of access to someone who helped clients make these major decisions. This is good stuff, if I do say so myself.
Part One of this interview is 43 minutes long. I’ll publish Part Two next week.
Don’t forget to go to iTunes or your other subscription engine and sign up to make sure you hear Part Two when it is launched.
March 15th, 2006 at 7:38 am
Peter:
I got a great laungh from Mr. Keeshan’s story about how his agency left misleading information in the presentation room. I must agree with him that things like this, while fun, are a total waste of time.
As a client, my advice to agencies is to study our category and brand and then look really smart! Smart wins today.
Bob
March 15th, 2006 at 4:36 pm
[…] Part One can be seen right here. Listen Now: […]
August 29th, 2006 at 12:21 pm
You should just as you sounded ten billion years ago. I don’t know how I got ralston 360view, I was looking for shredded wheat. It was nice to hear both of you (Keeshan), it brought back memories of how easy it once was to make a decent living. Anyway, live and be well… in Oregon?
February 20th, 2008 at 11:00 pm
I was wondering if you had any numbers on what percent of clients use search consultants? If so, could you please give me the source. How does the percentage that is not using consultants choose an agency?
MaKayla