Perspective: Zach Rosenberg on Strategy and Agency Selection

Agency selection in reviews relies on your strategy and positioning. ThinkLA Board Member and growth consultant Zachary Rosenberg of  Zach Rosenberg Consulting offers clear insights and advice for success. As a former agency exec now running a consultancy, he has conducted numerous agency reviews, and one thing is clear: clients have highly specific criteria when selecting agency partners.

Rosenberg’s role is to curate the right mix of contenders based on culture, expertise, capabilities, and, most importantly, client needs. Clients are encouraged to be open minded to various agency models that fall outside their expected criteria.

The key takeaway: Agencies need to be strategic about the reviews they participate in. It’s tempting to chase every opportunity, even when certain criteria don’t align. And if you’re entering a review as an outlier, you must do everything in your power to boost your chances. The last thing you want is to invest significant time and resources only to fall short. Instead, focus on where you truly shine.

This reinforces another crucial point: agencies must have a distinct, competitive positioning that sets them apart. Ensure your positioning is compelling, target clients where you bring a real advantage, and be selective in the opportunities you pursue. Quality over quantity always wins.