I recently had the chance to attend a workshop at an advertising conference on what search consultants are looking for during ad agency reviews they manage. As some of you may or may not know, search consultants are often critical “gatekeepers” who make recommendations to their clients (major advertisers) on what agencies to invite to reviews. They also play a key role in the selection of the winning agency. Needless to say, they are important.

Anyways, as the search consultants went through their presentation, they stopped and spent some time talking about how important an agency’s “DNA” is in the evaluation process. They said that they often stop and ask themselves, with their clients, “what is this agency’s DNA?” Follow-on questions like what is this agency’s core area of strength often come up.

This got me thinking, and brainstorming, about how I would describe Sensis’ DNA. Here are some of my thoughts, in stream of consciousness format of course!:

-Digital, Interactive

-  Strategy and Analytics

- Online media

- Fun, politically incorrect

- bicultural, multicultural

I’d love to see some comments on how you all would define our DNA?

This entry was posted on Tuesday, November 6th, 2007 at 5:11 am and is filed under agencies, creative, multicultural. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.