The creation of advertising and all marketing communications campaigns involves science and art. Like the making of a motion picture, effective marcom is a collaborative effort. Ultimate control with the making of a motion picture rests with the Director, just as a marketing campaign rests with the Client.
Clients working with an Agency Search Consultant is exactly like a Director working with a great Casting Director. The Consultant must know the script (marketing strategy), must understand the audience (consumer), must know the likely actors (agencies… be they stars or unknowns).
In evaluating the likely actors, Casting Directors need to identify the pin-up girl, the femme fatale, the heart-throb or the tough sheriff (Consultants need to do the same). Most go to many opening nights of various plays (consultants go on regular agency visits), offer counsel/training to sharpen the actor’s skills, selectively offer the big break (long shot agency), frequently spotting the hidden talent/range of an agency before the director. Ultimately, they both cast for chemistry and potential break-through performances.
Sometimes, the experienced Casting Director (Consultant) may bring in fewer actors (agencies) than usual. They can sense an intangible quality beyond the normal evaluative criteria. Rejected actors (agencies) value the feedback they receive from the Casting director (consultant). They learn how to do better and truly tap into their potential. And since both actors and agencies need ongoing encouragement…Casting Directors and Consultants have the unique ability to make potentially painful failures/losses more palatable.
In short, both Casting Directors and Agency Search consultants are the unsung heroes of their respective industries. They create a necessary environment for better work and help set the stage for truly creative/break-through work that can make for a hit.