In the quest to form the ‘perfect union’ between advertiser and agency, a human touch works wonders

RICHMOND, Va., March 11, 2009 (GLOBE NEWSWIRE) — The global economic downturn that accelerated in the second half of 2008 created an increase in the number of advertisers looking to re-deploy their marketing budgets – and often replace their incumbent advertising agencies and PR firms in the process. But according to marketing matchmaker, AgencyFinder, the pace of the downturn and the resulting climate changes inside the clients’ businesses have made the search and selection process difficult to keep on track.

“We’ve always known that in spite of the increased sophistication of web site technology and automation, nothing beats the ‘human element’ of a friendly, knowledgeable voice on the phone and direct oversight of the search process,” explained AgencyFinder Chairman and CEO, Chuck Meyst. “With the rapid decline of the world’s economies, we’ve found clients here and in the UK relying on us more than ever to help them search and find the right marketing service firms based on their revised requirements.”

“Finding, evaluating and hiring the best advertising agency or PR firm for your business isn’t something you can just type into a search engine or look up in a phone book or on-line directory. There’s a methodology to it that produces the best results every time,” continued Mr. Meyst. We’ve honed that methodology over the past twelve years – and it requires a live human being’s participation to make it work. Our consultants walk through that process with advertisers and marketing firms to make sure they understand how and why it works. And when you’ve conducted hundreds of reviews a year and thousands over twelve years, you can make a pretty convincing argument.”

The firm’s offices – based in Richmond (VA) and London – saw a twenty-three percent increase in initiated search activity in 2008 over 2007, but the number of completed searches stayed about the same. “Quite frankly, I’m not sure we would have seen the number of completed searches remain constant if we didn’t have personal interactions with every client,” said Mr. Meyst.

AgencyFinder assisted in the placement of over $278 million in new business with advertising agencies and PR firms in the U.S. and UK last year. The average account size was slightly less than $1 million.

About AgencyFinder – AgencyFinder and its companion web sites, agencyfinder.com and agencyfinder.eu, is a service of Business Partnering, Int. (BPI), a Virginia corporation founded in February 1997. The service is unique in its match-making process for pairing advertising, public relations and marketing agencies with clients and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by BPI’s executive staff. Advertising agencies and public relations firms (right-sized for budgets less than $100,000 to more than $100 million) pay an annual registration fee to be in the on-line database and eligible to participate in reviews.

The marketing profession’s largest on-line, client/agency matchmaker sees explosive growth following the launch of its service in the UK on April 1, 2008.

(Richmond, VA, September 4, 2008) – After its first 150 days of operation in the United Kingdom, AgencyFinder’s Chairman has declared the international launch of the on-line, search-and-selection consultancy an “unquestionable success.” Clients based in the UK and Europe have already initiated over 59 searches through the service with the intention of identifying, meeting and selecting new advertising and PR marketing partners.

“I’m not sure we could have picked a more critical time to expand into the United Kingdom and Europe,” said Charles G. Meyst, Chairman of Business Partnering International, Ltd., the parent company of AgencyFinder. “And our partners in London have done a great job ramping up to accommodate the client requests and new agency registrations.”

Following their initial meetings last September, AgencyFinder selected Reardon Smith Whittaker as the exclusive agent for AgencyFinder (www.agencyfinder.eu) in the UK and Europe and Mr. Meyst seems very pleased with the selection. “Adam Whittaker is a well-known and highly-respected expert on business development for marketing service firms and his partner, Sam (Samantha) Reardon Smith has performed admirably as the Managing Director of AgencyFinder’s operations in London.”

RSW is a leading provider of outbound business development services for marketing service companies in the UK. The consultancy’s clients range from leading advertising and PR agency brands to niche boutiques. “The approach we take with AgencyFinder is different than our outbound marketing efforts on behalf of client agencies,” explained Ms. Reardon Smith. “The AgencyFinder process enables clients who have an immediate and pressing need to define the precise attributes they’re looking for in a marketing service provider and then employ the AgencyFinder search engine and database to identify the most suitable agencies based on that profile.

“Once that’s done, our consultants step in and help guide the client through the selection, introduction and review process. The service is free to clients and offers a unique mix of online and personal consulting that, to our knowledge, isn’t available anywhere else in the UK or Europe.” Ms. Reardon Smith also mentioned that RSW has designated and trained senior staff consultants to handle the client-side consulting work.

Opportunities Abound in UK and EU
“When we started looking at the global marketing services market, it became clear that London is a hotbed of creativity and agency growth,” explained BPI’s Mr. Meyst. “That’s why we decided to set up our operations at RSW’s offices in London and manage our growth throughout the UK and Europe from there.”

Mr. Meyst envisions a scenario in which AgencyFinder will assist a marketer in one European country with finding suitable service providers in different regions throughout the UK and EU. “In much the same way we help clients in the US find ‘local’ advertising and PR firms in other parts of the country, I think the European version of the AgencyFinder database will be able to help make matches on this side of the Atlantic,” he continued.

Mr. Meyst also projects further increases in search activity in both the US and Europe once AgencyFinder’s operation in London hits full stride: “We handle some searches for European companies in the US for agency support now, but with a consulting staff based in London, we expect to see that number increase dramatically. The same can be said for US companies looking for assistance with advertising and PR programs in the UK and throughout Europe.”

AgencyFinder’s Soft Opening Starts with a Bang
According to Mr. Meyst, AgencyFinder conducted a soft launch in April allowing agencies time to register and complete their records. Each agency file contains more than 500 data options plus seven essay and case history narratives. The precision of the AgencyFinder matchmaking process depends on accurate and complete data, so this is a critical task for each agency. Following the formal, June 10th “search” opening, the London office quickly received requests from 24 blue-chip clients.

According to AgencyFinder, the company’s database currently contains information on over 5,000 agency offices located throughout the world – and that number is growing daily. According to Ms. Reardon Smith: “Our outreach efforts to agencies are already generating new registrations. The more agencies in the database, the more opportunities for clients to find a perfect match.”

Search Process Allows for Objective Comparison
One major distinction that sets AgencyFinder apart from services offered by paid search consultants is the scope, breadth and depth of the agency database available to clients on-line. During a client search, agency records are scanned by the AgencyFinder search engine to determine the likelihood of a “match” with similar profiles constructed by the client. For the client, definition is an easy and aided experience – AgencyFinder provides extensive menu options to present the choices of vertical market experience, agency services, marketing experience, media experience, agency size, employee count, location and more. Matching profiles are presented to the client in a manner that does not initially reveal agency identities, and that allows for client evaluation on the objective comparison of one profile against another rather than brand awareness. Agencies favor that since it tends to level the playing field.”

After reviewing and ranking candidates, AgencyFinder extends invitations on behalf of the client and makes introductions to selected agencies. Each agency invitation includes search process guidelines along with the Client Search Criteria (CSC) that identifies marketing needs, service requirements, budgets and contact information. From that point forward, it is up to the marketing services agency to evaluate the opportunity, conduct their no-obligation telephone due-diligence interview, deliver relevant agency samples, conduct an agency capabilities tour and finally, make their winning “pitch!”

“The AgencyFinder process has been recognized by organizations like the InfoCommerce Group for its unique blend of automation, speed and hands-on attention,” said Mr. Meyst. “So much of a successful agency-client relationship depends on chemistry and it’s important to make sure the search and selection process allows that to happen.”

“We’re there with the client, every step of the way,” explained Ms. Reardon Smith. “We’ll handle the invitations and follow-ups with the candidate agencies and, if necessary, work with the client to make sure the search terms are sufficiently broad to ensure a slate of high-quality agency candidates for review.”

Based on AgencyFinder’s experience in the USA, clients are frequently surprised to “discover” a number of highly-qualified agencies they’ve never heard of before. According to Mr. Meyst, who has been working with clients and their searches for over a decade, “We’re careful to give clients an opportunity to name known agencies they want to invite to their pitch – but often conflicts prevent those preferred agencies from participating. Instead, what often happens is the client is delighted by three or four newcomer agencies and ends up selecting according to personality and chemistry once all else is declared equal.”

Proven Methodology, Fast Turnaround at an Unbelievable Price
“The AgencyFinder methodology is proven. Our system works,” says Mr. Meyst. “With over 8,600 searches in the past ten years, we know how to match clients with marketing agencies. And it’s fast, too.”

In fact, in the US, the average time required from the date of the initiation of a search to its completion is just over seven weeks. “That’s almost unheard of here in the UK,” says Ms. Reardon Smith. “We think clients will really like the idea of being able to add to their marketing services portfolio quickly in order to stay one step ahead of the competition. The key to satisfying this sense of urgency means UK and EU agencies will need to take these introductions and invitations seriously.

“These aren’t ‘leads’ in the normal sense,” she continued. “These are red-hot introductions to pre-screened clients who are looking to hire someone right away. Agencies who dawdle will lose out.”
From a client’s perspective, AgencyFinder offers a unique service that deserves further consideration. But it’s the price for the service really attracts attention.

“It’s important to stress that the service is free to clients and search/selection consultants,” says Ms. Reardon Smith. “Clients who may be accustomed to paying intermediaries tens of thousands of pounds to find a marketing services firm can now do it themselves using AgencyFinder.”

“Since clients don’t pay, people recognize and respect that the agencies do. The AgencyFinder business model accepts the fact that agencies acknowledge the need to fund their own business development activities,” explained Mr. Meyst. “With that in mind, we constructed a subscription model that makes it affordable for virtually any size marketing services firm.”

The annual subscription is paid in two parts. An initial investment of a few hundred pounds is paid upon registration and on annual renewal. Agency introductions are not limited or restricted as to quantity. When an agency elects to pursue its first opportunity, the agency settles up on the balance of the subscription fee. Having done so, the agency is fee-paid for the remainder of the subscription period, and there is no charge for subsequent introductions.

“Our subscription model is unusual and unique, but once an agency understands, they tend to agree it’s an intriguing, tantalizing and virtually no-risk proposition! A minimum-cost, maximized opportunity to interview screened and legitimate clients looking to hire.”

# # #

About Reardon Smith Whittaker – RSW is the UK’s leading business development firm for marketing service companies. RSW works hand in hand with each agency and take on the responsibility of getting them meetings with prospective clients so that they can develop a relationship with a view to securing new business. More information is available at www.rsw.co.uk.

About AgencyFinder – AgencyFinder and its companion web sites, agencyfinder.com and agencyfinder.eu, offer the services of Business Partnering, Int. (BPI), a Virginia corporation founded in February of 1997. The service is unique in its match-making process for pairing advertising, public relations and marketing agencies with clients and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by BPI’s executive staff. Advertising agencies and public relations firms (right-sized for budgets less than $100,000 to more than $100 million) pay an annual registration fee to be in the on line database and to be eligible to participate in reviews.

Contact:
Mike Bawden
Principal – Bawden & Lareau Public Relations
563-359-8654 – phone
563-343-0411 – mobile

Online agency/client matchmaking service logs 82 reviews during the month; more than double the same period last year.

(Richmond, VA, July 15, 2008) – The pace of marketing agency reviews (for both advertising agencies and PR firms) continued to gain momentum during the month of June with the industry’s largest online search firm, AgencyFinder, initiating an impressive 82 searches during the month. “The economy certainly plays its part,” explained AgencyFinder’s Chairman and CEO, Chuck Meyst. “But those numbers are also influenced by the launch of our service in the United Kingdom. Within days of our announcement of a London operation, we started to see search registrations from clients, and blue-chip at that, looking for agencies.”

AgencyFinder’s search and introduction service in the UK is managed by business development firm, Reardon Smith Whittaker (RSW). RSW partner, Sam Reardon Smith serves as AgencyFinder’s Managing Director for its operations in the UK and Europe. “The response to AgencyFinder’s initial announcement has been tremendous,” she said. “We’re conducting our first searches now with the help and guidance of Chuck and his team in the USA – but, certainly, ten years’ experience in this business means the AgencyFinder system has been tried, tested and fine-tuned to make this a very client-friendly process.”

Last year, over 850 searches were initiated through AgencyFinder, a service that allows clients and search consultants to tap into their database and identify qualified agencies based on answers to an in-depth questionnaire of over 500 questions. The service is offered to clients and search consultants at no charge.

# # #

About AgencyFinder – AgencyFinder and its companion web site, agencyfinder.com, is a service of Business Partnering, Int. (BPI), a Virginia corporation founded in February of 1997. The service is unique in its match-making process for pairing advertising, public relations and marketing agencies with clients and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by BPI’s executive staff. Advertising agencies and public relations firms (right-sized for budgets less than $100,000 to more than $100 million) pay an annual registration fee to be in the on line database and to be eligible to participate in reviews.

Contact:
Mike Bawden
Principal – Bawden & Lareau Public Relations
563-359-8654 – phone
563-343-0411 – mobile

AgencyFinder.eu Logo (high resolution)

(Richmond, VA, July 14, 2008) – The advertising industry’s largest on-line client/agency match-maker, AgencyFinder, has announced the launch of its service in the United Kingdom. “We’re very pleased to announce the selection of Reardon Smith Whittaker as the exclusive agent for AgencyFinder (www.agencyfinder.eu) in the UK and Europe,” says Charles G. Meyst, Chairman of Business Partnering International, Ltd., the parent company of AgencyFinder.

Download a .pdf version of this release.

“Adam Whittaker is a well-known and highly-respected expert on business development for marketing service firms and his partner, Samantha Reardon Smith has been named the Managing Director of AgencyFinder’s operations in London.”

RSW is a leading provider of outbound business development services for marketing service companies in the UK. The consultancy’s clients range from leading advertising and PR agency brands to niche boutiques. “The approach we take with AgencyFinder is different than our outbound marketing efforts on behalf of client agencies,” explained Ms. Reardon Smith. “The AgencyFinder process enables clients who have an immediate and pressing need to define the precise attributes they’re looking for in a marketing service provider and then employ the AgencyFinder search engine and database to identify the most suitable agencies based on that profile.

“Once that’s done, our consultants will step in and help guide the client through the selection, introduction and review process. The service is free to clients and offers a unique mix of online and personal consulting that, to our knowledge, isn’t available anywhere else in the UK or Europe.” Ms. Reardon Smith also mentioned that RSW has designated and trained senior staff consultants to handle the client-side consulting work.

Opportunities Abound in UK and EU
“When looking at the global marketing services market, it’s clear that London is a hotbed of creativity and agency growth,” explained BPI’s Mr. Meyst. “That’s why we decided to set up our operations at RSW’s offices in London and manage our growth throughout the UK and Europe from there.”

Mr. Meyst envisions a scenario in which AgencyFinder will assist a marketer in one European country with finding suitable service providers in different regions throughout the UK and EU. “In much the same way we help clients in the US find ‘local’ advertising and PR firms in other parts of the country, I think the European version of the AgencyFinder database will be able to help make matches on this side of the Atlantic,” he continued.

Mr. Meyst also projects a significant increase in search activity in both the US and Europe once AgencyFinder’s operation in London hits full stride: “We handle some searches for European companies in the US for agency support now, but with a consulting staff based in London, we expect to see that number increase dramatically. The same can be said for US companies looking for assistance with advertising and PR programs in the UK and throughout Europe.”

AgencyFinder’s Soft Opening Starts with a Bang
According to Mr. Meyst, AgencyFinder conducted a soft launch in April allowing agencies time to register and complete their records. Each agency file contains more than 500 data options plus seven essay and case history narratives. The precision of the AgencyFinder matchmaking process depends on accurate and complete data, so this is a critical task for each agency. Following the formal, June 10th “search” opening, the London office is already assisting 24 blue-chip clients with their needs.

“We’re now coordinating everything with our colleagues at RSW to make sure all our searches go through without a hitch,” reports Meyst.

According to AgencyFinder, the company’s database currently contains information on over 5,000 agency offices located throughout the world. “We won’t have to rely just on what’s been in the system for long,” agreed Ms. Reardon Smith. “Our outreach efforts to agencies are already generating new registrations, meaning the database is growing daily. The more agencies in the database, the more opportunities for clients to find a perfect match.”

Search Process Allows for Objective Comparison
One major distinction that sets AgencyFinder apart from services offered by paid search consultants is the scope, breadth and depth of the agency database available to clients online. During a client search, agency records are scanned by the AgencyFinder search engine to determine the likelihood of a “match” with similar profiles constructed by the client. For the client, definition is an easy and aided experience – AgencyFinder provides extensive menu options to present the choices of vertical market experience, agency services, marketing experience, media experience, agency size, employee count, location and more. Matching profiles are presented to the client in a manner that does not initially reveal agency identities, and that allows for client evaluation on the objective comparison of one profile against another rather than brand awareness. Agencies favor that since it tends to level the playing field.”

After reviewing and ranking candidates, AgencyFinder extends invitations on behalf of the client and makes introductions to selected agencies. Each agency invitation includes search process guidelines along with the Client Search Criteria (CSC) that identifies marketing needs, service requirements, budgets and contact information. From that point forward, it is up to the marketing services agency to evaluate the opportunity, conduct their no-obligation telephone due-diligence interview, deliver relevant agency samples, conduct an agency capabilities tour and finally, make their winning “pitch!”

“The AgencyFinder process has been recognized by organizations like the InfoCommerce Group for its unique blend of automation, speed and hands-on attention,” said Mr. Meyst. “So much of a successful agency-client relationship depends on chemistry and it’s important to make sure the search and selection process allows that to happen.”

“We’re there with the client, every step of the way,” explained Ms. Reardon Smith. “We’ll handle the invitations and follow-ups with the candidate agencies and, if necessary, work with the client to make sure the search terms are sufficiently broad to ensure a slate of high-quality agency candidates for review.”

Based on AgencyFinder’s experience in the USA, clients are frequently surprised to “discover” a number of highly-qualified agencies they’ve never heard of before. According to Mr. Meyst, who has been working with clients and their searches for over a decade, “We’re careful to give clients an opportunity to name known agencies they want to invite to their pitch – but often conflicts prevent those preferred agencies from participating. Instead, what often happens is the client is delighted by three or four newcomer agencies and ends up selecting according to personality and chemistry once all else is declared equal.”

Proven Methodology, Fast Turnaround at an Unbelievable Price
“The AgencyFinder methodology is proven. Our system works,” says Mr. Meyst. “With over 8,600 searches in the past ten years, we know how to match clients with marketing agencies. And it’s fast, too.”

In fact, in the US, the average time required from the date of the initiation of a search to its completion is just over seven weeks. “That’s almost unheard of here in the UK,” says Ms. Reardon Smith. “We think clients will really like the idea of being able to add to their marketing services portfolio quickly in order to stay one step ahead of competition. The key to satisfying this sense of urgency means UK and EU agencies will need to take these introductions and invitations seriously.

“These aren’t ‘leads’ in the normal sense,” she continued. “These are red-hot introductions to pre-screened clients who are looking to hire someone right away. Agencies who dawdle will lose out.”

From a client’s perspective, AgencyFinder offers a unique service that deserves further consideration. But it’s the price for the service really attracts attention.

“It’s important to stress that the service is free to clients and search/selection consultants,” says Ms. Reardon Smith. “Clients who may be accustomed to paying intermediaries tens of thousands of pounds to find a marketing services firm can now do it themselves using AgencyFinder.”

“Since clients don’t pay, people recognize and respect that the agencies do. The AgencyFinder business model accepts the fact that agencies acknowledge the need to fund their own business development activities,” explained Mr. Meyst. “With that in mind, we constructed a subscription model that makes it affordable for virtually any size marketing services firm.”

The annual subscription is paid in two parts. An initial investment of a few hundred pounds is paid upon registration and on annual renewal. Agency introductions are not limited or restricted as to quantity. When an agency elects to pursue its first opportunity, the agency settles up on the balance of the subscription fee. Having done so, the agency is fee-paid for the remainder of the subscription period, and there is no charge for subsequent introductions.

“Our subscription model is unusual and unique, but once an agency understands, they tend to agree it’s an intriguing, tantalizing and virtually no-risk proposition! A minimum-cost, maximized opportunity to interview screened and legitimate clients looking to hire.”

# # #

About Reardon Smith Whittaker – RSW is the UK’s leading business development firm for marketing service companies. RSW works hand in hand with each agency and take on the responsibility of getting them meetings with prospective clients so that they can develop a relationship with a view to securing new business. More information is available at www.rsw.co.uk.

About AgencyFinder – AgencyFinder and its companion web site, agencyfinder.com, is a service of Business Partnering, Int. (BPI), a Virginia corporation and was founded in February of 1997. The service is unique in its match-making process for pairing advertising, public relations and marketing agencies with clients and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by BPI’s executive staff. Advertising agencies and public relations firms (right-sized for budgets less than $100,000 to more than $100 million) pay an annual registration fee to be in the on line database and to be eligible to participate in reviews.

Contact:
Mike Bawden
Principal – Bawden & Lareau Public Relations
563-359-8654 – phone
563-343-0411 – mobile

(Richmond, VA) – Agency search and selection activity on the Internet’s largest web site built for that purpose picked up in February, supporting predictions of a major shake-up in advertising and pr account assignments in 2008. AgencyFinder, a web-based service that allows clients to find new and additional marketing service providers saw 62 new searches initiated during the month of February, up by 10 over searches started the month prior.

“The advertising, public relations and marketing trades are all reporting that new business reviews will be increasing this year and our site statistics appear to bear that out,” explained Chuck Meyst, AgencyFinder’s Chairman and CEO. “We’re expecting a 15-20% increase in search activity this year and the numbers for January and February are tracking with those projections.”

Last year, over 850 searches were initiated through AgencyFinder, a service that allows clients and search consultants to tap into their database and identify qualified agencies based on answers to an in-depth questionnaire of over 500 questions. The service is offered to clients and search consultants at no charge.

# # #

About AgencyFinder – AgencyFinder and its companion web site, agencyfinder.com, is a service of Business Partnering, Int. (BPI), a Virginia corporation founded in February of 1997. The service is unique in its match-making process for pairing advertising, public relations and marketing agencies with clients and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by BPI’s executive staff. Advertising agencies and public relations firms (right-sized for budgets less than $100,000 to more than $100 million) pay an annual registration fee to be in the on line database and to be eligible to participate in reviews.

Contact:
Mike Bawden
Principal – Bawden & Lareau Public Relations
563-359-8654 – phone
563-343-0411 – mobile

(Richmond, VA) – A lackluster holiday season in the fourth quarter of ‘07 and questions surrounding the health of the national economy may have contributed to a slightly delayed start to agency search activity in January of 2008. The largest online service specializing in helping clients find new and additional marketing service providers recorded 52 new search registrations in January, down slightly from January of 2007, but activity picked up again by mid-month leading the company to stick with its projection for conducting over 950 searches by the close of 2008.

“Between a red-hot political season and a hangover from a sluggish holiday, clients just didn’t seem in the mood to start searching for new, qualified marketing help like they did last year,” says Chuck Meyst, AgencyFinder’s Chairman and CEO. “We’re sticking by our prediction though that 2008 will be a very active year for new business reviews and assignments. Clients are telling us that as their situations get more difficult, they need to find and hire agencies who will be more effective with what they’re given.”

Last year, over 850 registrants conducted advertising and public relations searches at AgencyFinder, a service that allows clients and search consultants to tap into their 500 data-field database to identify and request introductions to agencies selected on qualifications, characteristics essays, case histories and their Power Index rating. The service is offered to clients and search consultants at no charge.

# # #

About AgencyFinder – AgencyFinder and its companion web site, agencyfinder.com, is a service of Business Partnering, Int. (BPI), a Virginia corporation founded in February 1997. The service is unique in its match-making process for pairing advertising, public relations and marketing agencies with clients and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by BPI’s executive staff. Advertising agencies and public relations firms (right-sized for budgets less than $100,000 to more than $100 million) pay an annual subscription fee to be in the database and eligible to participate in reviews.

Contact:
Mike Bawden
Principal – Bawden & Lareau Public Relations
563-359-8423 xt 1 – phone
563-343-0411 – mobile

(Richmond, VA) – Clients conducting an agency search have a new, sophisticated tool to better qualify prospects in the agency search and selection process. Business Partnering International’s AgencyFinder.com, the world’s largest on line client/agency matchmaker, has announced its launch of the AgencyFinder Power Index™ (AFPI). The index provides searchers (clients and search consultants) with an objective measure of every registered agency’s “readiness” for new business.

“Ensuring the best possible match between agencies and clients has taken another leap forward,” says Charles G. Meyst, Chairman of BPI. “One of our on-going goals continues to be to reduce the guesswork in the agency search process. We believe the most prepared agencies deserve the opportunity to land the right client. Our AFPI rating will communicate an agency’s responsiveness to information requests, the completeness of its on line profile and interest in working within the structure of the AgencyFinder new business process,” Meyst added.

Mathematical Formula Measures New Business Readiness
“For more than a decade, our objective methodology of pairing up marketers with service firms has allowed clients to compare prospective agencies on nearly 500 different characteristics without relying on brand names or reputations. AgencyFinder provides a valid and fair way to create a short list for a search where every choice is a winner,” Meyst explains. “But now, we’ve created another indicator for clients to consider.”

“The AFPI uses a proprietary mathematical formula that measures registered agencies on certain criteria within the AgencyFinder database. Clients have told us they do not have time to hunt down certain information, case studies, or determine fiscal responsibility in the search process,” says Meyst. “The AFPI essentially rates each of our registered agencies on the completeness of their files, among other factors, which results in a rating. The higher the rating (a perfect score is 100), the more we can assure the client that the agency has provided thoroughly prepared and up-to-date information to search against. Since the AFPI is a real-time computation, anything the agency does to improve its record is reflected immediately.”

A power rating score also continuously reflects the agency’s historical record on invitation responsiveness, process compliance and fiscal responsibility.

Rankings vs. Ratings
“There are a number of industry rankings that measure agencies’ capitalized billings, work force, or number of offices, but clients are telling us what matters more is whether a prospective agency has actual expertise, reliability and fiscal responsibility relative to their needs. There have been countless times a client will develop a preliminary list of prospective agencies, only to find that critical information is missing from an agency’s data file. They simply do not have time to launch an investigation to find missing case studies, essays or other pertinent information.

“Now a client with a list of agency prospects can consider the AFPI rating as an indicator that the agency has provided enough information for the client to conduct a fair and comprehensive preliminary evaluation as part of their initial due diligence.”

“We want to make sure all of our agencies have an excellent chance of landing new business and are in good standing,” explains Meyst. “The AFPI algorithm reflects the completeness of the agency data file while not discriminating between large, mid-size and small agencies with regard to capitalized billings, or employee counts.

“It’s a matter of trust,” adds Meyst, an ad industry business development authority but seldom-mentioned degree-holder in mechanical engineering who developed the formula. “The AFPI allows clients and agencies to participate in a search process where each is confident that each party has passed muster with AgencyFinder standards.”

# # #

About AgencyFinder – AgencyFinder and its companion web site, agencyfinder.com, is a service of Business Partnering, Int. (BPI), a Virginia corporation founded in February of 1997. The service is unique in its match-making process for pairing advertising, public relations and marketing agencies with clients and is intended for use by companies seeking agency support for projects, campaigns or long-term relationships. Searching is free to marketers and supported with complimentary search consulting advice (telephone and on-site consultations) provided by BPI’s executive staff. Advertising agencies and public relations firms (right-sized for budgets less than $100,000 to more than $100 million) pay an annual registration fee to be in the on line database and to be eligible to participate in reviews.

Contact:
Mike Bawden
Principal – Bawden & Lareau Public Relations
563-359-8654 – phone
563-343-0411 – mobile