The Purpose and Perils of Agency Switching

Gary Corrigan, vice president of corporate communications at Dana Corp.; David Wheeler, advertising/ marketing manager at Gates Rubber; and James Phipps, president of Gelia, Wells and Mohr, participated in a panel discussion about why and how to switch agencies.

Each panelist gave a short PowerPoint on their personal experience with agencies, and then opened the discussion to questions from the audience. Both Corrigan and Wheeler had recently switched agencies to Gelia, Wells and Mohr. The presentations covered how to know when to change, how to handle an agency review, what to expect during the transition, and what to require in a contract.

Wheeler emphasized that a contract is a vital part of any agency deal. "A formal 'review' may not be necessary," he said, because these can be expensive and time-consuming.

Corrigan shared his agency review scorecard, which ranks agencies on media management, general attributes and special attributes.

Phipps spoke about what an agency should provide to its clients, and said "if your agency is not making your job easier and better, it is time to look for a new agency."

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