Expert: Peter Gabany - 3/27/2002

Question
Hello -

I would like to know how to go about finding an ad agency that has experience in creating ad materials for the teenage market.  I own a small business and have a small ad budget so I don't want to waste time with agencies that are going to give me an estimate that is way out of my price range.  Yet I want quality work.

Thank you.  

Answer
Dear April,

I will do two things – try and answer your question with an unbiased point of view and the other – request your business.

You actually have a couple of problems – one is a budget that no large agency will want to assist with and if they did, you would be placed in a "junior" account executive's hands. So the solution is to look for a smaller agency that is either hungry for your work or has the "sector" experience that can help.

To find one of those I might recommend that you look to the AAAA or American Association of Advertising Agencies or (Canada) ICA – Institute of Canadian Advertising. That being said, I direct you there so as to utilize their check list for selecting a new agency – according to the AAAA it is excellent.

<http://www.ica-ad.com/sourcebook/sub_main.html>

This format allows you to assess the questions that need to be asked when selecting a new agency.

Now on to our firm. If we knew better – the sector of the youth market and the product/service you offered, we might be very interested in handling your business. We are a very knowledgeable group with many years experience and we have a very young and energetic crew.

The youth market is NOT something to TOY with (pun intended). The youth sector of the market is not only growing it is affluent and (well my kids have their hands in my pocket all the time) have tremendous resources.

Furthermore, there are ever changing, opinion based, trends that today inspire and tomorrow offend this sector. It is imperative to understand what's hip!

One last point, since we are in Canada, and the fact that you are on a tight budget, it may be VERY beneficial to have a Canadian agency (with US know how) handling your business. For every $1,000 you spend with us you will be getting up to $1,600 value and that's just from then exchange rate.

April, please let us know if we have been of any assistance and if you wish to contact me please feel free to contact me via email at: <promote@limelight.org>

Thank you for your question. Looking forward to hearing what product / service you offer!

Pete