6-Step Customized Selection Process

Our approach to each of our client-specific searches is based on both numeric and qualitative assessment factors, that both contribute to making the right decision.


a. Discovery/Consultation:

Reynolds & Fyshe will work with each client to determine the ‘Ideal Agency’ through our Objectives and Value Drivers discovery process, to develop a full definition of our clients Key Success Factors and ensure a complete understanding of the scope of work. Reynolds & Fyshe ensures both strategic alignment and cultural fit.

Using the results of the Objectives and Value Drivers discovery process, The results of the discovery process are utilized in the development of our Agency Briefing Documents and Evaluation Score System, which provide selection committee participants with the evaluation criteria for the Agencies’ submissions.

b. Long List Preparation:

Reynolds & Fyshe will provide a considered ‘long list’ of proposed agencies in order to secure NDA’s, interest in the client’s business, and then request agency fact sheets and submissions based on a customized Letter of Interest.

c. Short List:

Reynolds & Fyshe works with each client’s Selection Committee to shorten the ‘long list’ of agencies based on the agency submissions (usually to a maximum of 4 or 5 agencies). The agencies on this ‘short list’ will have the opportunity to refine their approach in response to the Reynolds & Fyshe Agency Briefing model, a more detailed brief, targeted for each client’s requirements.

d. Presentations:

The ‘short list’ agencies are typically given a 2-hour presentation window to provide a live/in-person response to the Reynolds & Fyshe Agency Briefing to confirm depth of experience, chemistry, and assess the working agency team gathered, using the Reynolds & Fyshe Evaluation Score Cards*.

e. Finalists & Reference Checks:

One or two agencies are selected to follow through to the finalist stage. Reynolds & Fyshe deploys our proprietary DNA Fit* testing, which assists to mirror the real world of Client-Agency relationships in order to aide in or confirm the agency choice. The finalist agencies will have provided references for further justification of choice.

f. Final Decision / MOU / Announcement:

Finally, after selecting a single finalist agency, Reynolds & Fyshe can also assist each client with the development of a standard Memorandum of Understanding (MOU) covering key elements of what will be a final contract.

For more information, please contact us.