Agency

○1 Select a suitable agency

A.Consider the reputation and past performances of the agency. Agencies provide the client with the services of highly skilled individuals who are specialists in their chosen field.

B.Same compensation philosophies. Different compensation systems may result in disagreement.

C.Stability in agency’s policies. Mergers and acquisitions may lead to policy changes. This will have negative effect on the performance of the agency.

○2 Ensure that agencies maintain a high level of effectiveness.

A.Regular reviews: financial and qualitative assessments.

B.Financial audit: It is designed to verify costs and expenses, salaries for the employees, and payments to the media and outside suppliers.

C.Give detailed instructions or certain trainings to the agencies about how to represent a company.

D.Make full disclosure of any potential and existing conflict of interest. One agency cannot run two accounts which are indirect competition with each other. In some cases, even indirect competition will not be tolerated.