Managing Marketing

Leah Power is the Executive Vice President of the Institute of Canadian Agencies and the lead on the development of the Qualification Based Selection For Agencies. This episode picks up from the conversation with Scott Knox, the President and CEO of the Institute of Canadian Agencies, and explores the solutions for clients wanting a better way to select an advertising agency or any type.  Leah shares how as an agency finance professional, the pitch process was the thing she most wanted to change, and how the Qualification Based Selection (QBS) process, used in the USA for the selection of engineering, architecture and other professional infrastructure services became the basis of the ICAs solution. We discuss the principles underpinning the QBS process and the pitching myths that it addresses and busts in developing a process that works better for agencies, but more importantly, for their clients. The ICA Qualification Based Selection Principles and Myths http://theica.ca/qbs-principles   Listen on Apple: htt