However since we neither solicit, nor accept, any remuneration from agencies inclusion in our files is largely dependent on the agency's initiative and/or fame. For the record we adhere to, and fully support, the 4A's Guidelines for the Agency Review Process. No agency should ever have to pay to play, or pay if they win.

For the benefit of those firms interested in enhancing their chances for consideration in searches we manage, the following guidelines have been prepared.

Location, Location, Location ...

Our search engagements come mostly from advertisers in the West. And they usually have a strong preference toward agencies located close to their offices. However most Western marketers will consider agencies in the Midwest or Southwest (Minneapolis, Chicago, Dallas, etc.) or even the East (New York or Boston) as long as there are frequent non-stop airline connections between their location and yours. But agencies located in secondary markets, two or three airplanes and times zones away, are of little interest to Western clients, unless they possess a truly unique portfolio of skills and services that can't be found elsewhere.

Since September 11 the location and travel factor is twice as important as it was before. To put it bluntly, if you're a general agency in a secondary market (as defined above), save your money and don't send us your materials.

It's All About the Work ...

Would you believe that dozens of agencies have a proprietary process that enable them to produce bigger and better ideas for their clients than any other agency? Neither would we, but that's what many claim.

Quite simply it's the quality of the work that validates any process. And it's the work that your individual office has done lately too; not work from the opposite coast, or hits from two or three years ago created by individuals that may be long gone by now. You may showcase some work done by your top creative people in other agencies as long as it's recent, verifiable and clearly identified.

Finally don't bother to include the standard laundry list of all the clients that everybody in your organization ever touched, either. If someone on your staff really played a prominent role in a notable advertising success somewhere else, spell that out.

Frequency of Contact ...

Every six months, or so, send us some samples of your latest work. (Video work should be either on a DVD or 1/2-inch tape). You may also include your credentials and print work on a disc (CD or DVD) as well. But print ads look the best when printed on a tabloid size page. In all instances, please put a date on the cover of your materials.

Also be sure that we know who your new business contact person is, and how to reach him/her directly by phone and most importantly by E-mail.

However don't bother trying to hire us for "counsel" in your new business efforts. That would be a conflict of interest at best, and equivalent to accepting a bribe at worst. That same point of view extends to gifts or freebies.

What We Want to Know ...

• Who are your clients: including the products you handle and the scope of your responsibilities?
• How many full time employees do you have?
• What have you done for your clients lately: work samples, success stores, length and breadth of relationships?
• Who are your key staffers, where did they come from, what have they done that is remarkable and well known?
• What ten or twelve key words (such as prominent clients, special market expertise, etc.) would best distinguish your agency in our database?

And an optional challenge, if you're up to it:

In 25 words or less what differentiates your agency from those that you compete with most often?

Our Apologies ...

With the increased emphasis on new business, we receive more materials and correspondence than we can possibly acknowledge. Nonetheless we appreciate your interest in communicating with us, and value the input you provide.