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Choosing the right Ad-agency
Selecting an ad agency to put your company on top of the competition
can be as difficult as deciding which ad you like most these days.
Some tips on how to select your ad agency:
Flip through magazines, watch television. List out the ads you like
most and find out which agency made them. Find out which of  these
are working for your competitors and so are unavailable to you.
After the shortlisting, choose the one you think suits your needs.
Arrange a semi-formal meeting with the head of the agency and creative
director. If the relationship turns out to be mutually beneficial
and cordial, initiate the next phase, i.e drawing up your contract.
Don't haggle over the price your agency demands. Negotiate as you
would with your lawyer or accountant. Insist on a long term contract.
All this will ensure that your agency does not ditch you for your
competitor. Keep a tab on the working of the creative team to make
sure you get what you want. But treat them with kid gloves-- it's
creativity that's involved! If your account is too small to interest
a big ad agency, advertise for an experienced copywriter and visualiser,
who can work for you on a freelance basis
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