Goal

At the end of this module, you should be able to effectively evaluate, lead, and collaborate with agencies to build a winning brand.

Lessons

• Lesson One: How Agencies Work

  • Basic business models and truths about working with agencies

• Lesson Two: The Right Fit

  • The five dimensions of fit

• Lesson Three: Leading Your Agency

  • The ten commandments of agency leadership

Resources

• Agency Selection Checklist