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VantagePoint Marketing Launches Agency Change Microsite with Interactive Assessment and Evaluation Tool

FOR IMMEDIATE RELEASE
Contact: JoAnne Laffey Abed
864.331.1265
jheckman@vantagep.com

VantagePoint Marketing Launches Agency Change Microsite with Interactive Assessment and Evaluation Tool

Microsite helps marketers evaluate need for change and objectively rank prospective agency partners

Greenville, S.C. – October 26, 2011 – VantagePoint Marketing, a nationally recognized business-to-business marketing agency, recently launched its Agency Change microsite featuring an interactive assessment and evaluation tool. Designed to take the guesswork out of agency selection, the microsite helps companies decide whether an agency change is necessary. In addition, the site provides an objective tool for ranking prospective agency partners based on specific needs and interests. The free Agency Changemaker tool can be downloaded at www.agencychange.com.

The Agency Change microsite includes two components. First, an interactive online assessment helps companies assess the strength of their current agency relationship. Second, an evaluation tool provides key criteria and a ranking system for selecting a new agency partner. The tool includes advice and guidance on agency search best practices, as well as the requirements, structure and duration of the selection process.

The results of the online assessment are completely confidential and anonymous.

VantagePoint’s Agency Change microsite launch comes on the heels of the “Guidelines for Agency Search” document recently released by the American Association of Advertising Agencies and the Association of National Advertisers. However, VantagePoint’s Agency Change microsite goes a step beyond what those organizations have developed to offer simpler, more actionable terms and provide an actual vehicle to guide companies through the selection process. It also helps to quantify many of the intangibles associated with the process to determine the best choice.

“Although we have been working on the Agency Change concept independently for several months, we are thrilled to see that detailed guidance from leading industry organizations corroborates our recommendations and validates our approach,” said Craig O’Neal, VantagePoint Marketing CEO. “Our microsite continues where their guidance leaves off, giving those who are considering an agency change a clear path and a simple evaluation tool to make a sound choice.”

VantagePoint’s Agency Change microsite suggests that companies evaluate potential marketing partners in 10 key areas, including:
• Integrated solutions – Full-scope service and capabilities to support integrated marketing needs.
• Bottom-line value – Track record of results and ability to impact business.
• Team – Quality, depth and attitude of those who will actually be working on the account.
• Knowledge – Ability to understand the business, products, channels, markets and customers.
• Thought leadership – Marketing insight and the ability to make informed recommendations.
• Partnership qualities – Shared values, great chemistry, collaborative spirit and sense of urgency.
• Strategic mindset – Research and insight-driven mentality and capabilities.
• Internal systems – Solid account management, streamlined processes and follow-through.
• Creativity – Unique solutions, big ideas and outstanding execution.
• Reputation – Customer satisfaction, testimonials and industry accomplishments.

While the tool is primarily aimed at business-to-business organizations, it is relevant to all marketers and will help fill the gaps for those who need to take immediate action and cannot afford a search consultant or a lengthy and expensive search process.

“With the average tenure of CMOs at only 28 months and recent well-documented agency reviews that have taken longer than a year, it can sometimes seem that the only constant in our business is change,” added O’Neal. “We created this tool to provide a clear course of action and objective data to streamline an all-too-subjective and difficult process. We believe that many companies will benefit from what we’ve developed and encourage anyone considering a change to visit the microsite.”

About VantagePoint: VantagePoint Marketing, a nationally recognized business-to-business marketing agency, blends keen insight with fresh ideas to maximize our clients' market impact. We take an integrated approach offering our clients expertise in marketing, advertising, branding, digital and public relations. With offices in Greenville, S.C. and Charlotte, N.C., and serving clients throughout the country, VantagePoint is ranked nationally on BtoB Magazine's Top Agencies list and was named the "Agency of the Year" in 2009, 2010 and 2011 by the Business Marketing Association of the Carolinas. For more information, visit www.vantagep.com.

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