Johanna McDowell, the founder and MD of IAS, an intermediary consultancy that specialises in and focuses on the optimal marketer-agency relationship, explains how it works: "The service is for the client company that needs a new website, some media training or a below the line agency but does not need or want to go through a full pitch process managed by the IAS. This is especially the case with smaller budgets or if procurement is going to manage the process. The information that is then needed is the details of the agencies who could be considered," she says.
The specialist intermediaries then assist with the construction of the brief and do the initial research to establish agency interest and suitability, check client conflict and prepare an initial list. In addition, the IAS calls for specific credentials from the selected agencies and provides a long list of 13 - 15 suitable service providers with full credentials.
"Procurement and marketers then decide on the process they wish to follow for the balance of the pitch process which could be anything from a meeting, a brief to a tissue session depending on need," explains McDowell.
The IAS is providing the service because marketers are under a lot of time pressure plus the role of procurement continues to rise in importance.
"We believe that this service will help clients in terms of speed and accuracy whether we are involved in the outcome of the pitch or not. However, what procurement lacks is the knowledge of agency options that we have at the IAS as that is our 24 hour/seven day week job. Procurement and the marketers will always have access to us should they need any technical advice during the process," she adds.
