While many marketers have an intuitive understanding of the agency search process, few have an objective-based methodology and client-proven system for getting the job done right – within time constraints, with little interruption of ongoing business initiatives and while objectively synthesizing the various needs and wants of various internal constituents.

RCG's ASPEN process is a system of objective, validated measurement tools, databases and methodologies which creates a metrics-based criteria for agency evaluation and selection.

It isn't difficult to understand how to approach an agency search. It is however, more difficult to execute a national caliber agency search without the expertise, the resources and the proven, proprietary methodologies that RCG provides.

• A thorough assessment of your needs, challenges and goals – RCG devotes time to quantitatively and qualitatively understanding your marketing resource needs. This internal audit and the resulting criteria establish the road map for the entire search process.
• An objective point of view – Consultants start each client's search with a clean slate of agency candidates based solely on the criteria we help you establish. RCG takes on difficult agency issues with professionalism and objectivity without potential damage to the new relationship.
• RCG's reputation and relationship with agencies – The company's reputation for integrity and fairness reflects well on the client opportunity, often signaling to prospective agencies that this will be a well-run, efficient review, with an end date and clear definition of the financial opportunity.
• Signature philosophy: A focus on culture – The cultural compatibility between agency and client is the greatest predictor of relationship success. RCG uses its proprietary tool, CultureScans® Profile to measure that important, but elusive element called "chemistry" between clients and agencies.
• The ability to save you money – RCG's experience in compensation methodology and contract negotiation create equitable arrangements and fair market pricing to achieve the optimum alignment of agency costs with key client needs.
• Practical, insightful final assignments – Final assignments are based on a current business challenge that you face so that the resulting work helps you and your new agency partner hit the ground running.

RCG is an agency search consultancy recognized by the American Association of Advertising Agencies for operation within the 4A's stated agency review guidelines. RCG is also a founding member and strategic partner of Adforum, the leading Internet portal to the advertising, marketing and communication industry, representing agencies worldwide.