RCG's approach to agency searches and performance reviews remains objective and fact-based. Engagements are led by senior consultants with both client and agency side experience. RCG's business and reputation is built on providing clients with highly customized work; we do not have a cookie cutter approach to any component of a search or review.

In addition to carefully tailoring its work to each client's unique needs, RCG believes the awareness of culture is an important tool in finding the right agency partner or enhancing an existing client-agency relationship. The company’s proprietary CultureScans® Profile is a card sort exercise that clarifies the important and acceptable cultural differences between agencies and clients. This cultural compatibility is, ultimately, the greatest predictor of relationship success.

If you are interested in participating in RCG's ongoing study of this issue, you are invited to request via email a CultureScans® Profile for you to complete and return (send email requests to Dave Windahl). Your response is confidential, only viewed in aggregate, and never shared with a client unless RCG has your permission to do so in the context of an identified search.

For study classification purposes, the consultancy requires a minimum agency billing size of $50mm.

The clients who hire RCG to conduct a search or review are companies who generally spend millions of dollars on their advertising and marketing programs. The selection of their agency partners is a strategic business decision. As a result, the agency resources they typically need are operating on a similarly large scale from both a capabilities and annual billings standpoint. Despite the "large agency" orientation to most RCG searches, the company also prides itself on identifying the "hidden gems," agencies whose talents and proven experience match the needs and cultural profile of RCG clients, regardless of agency size.