As agency search and selection folk, we see a lot of marketing agencies make it -and break it- and know what it takes to get hired.

While some will inevitably fall at the first hurdle, others damage their chances with avoidable mistakes during the initial stages or even during their pitches.

We on the FindGood Marketing Blog want you to succeed in all your pitches, naturally, so here is what you shouldn't do, or perhaps some of the reasons you're not winning the work you should be. As always, let our little birds know what you think via Twitter or chat to our blog badgers via the comment section below.

Influencer-led campaigns are quickly becoming one of the most coveted forms of marketing for brands says Pooja Sookur, Digital Account Manager at Integrated Marketing Agency whynot!.

But when it comes to building credibility, a strong marketing agency search and selection process will help clients secure the right team for the job.

Reaching consumers during the decision making process rather than after it is what makes this kind of marketing really valuable. Not just to drive sales but also to build strong and lasting brand awareness.

Brian Solis, in his book “What’s The Future Of Business?” introduces the ZMOT concept in relation to technology. ‘Zero Moment Of Truth’ he says it “is that moment when you grab your laptop, mobile phone, or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying.” With a goal to get a head start at this point of the purchase cycle, many brands choose to pre-build credibility by asking people from the community to test, review and recommend products to their peers. Not surprising, since 70% consumers trust brand recommendations from family and friends, whereas only 10% trust advertising.

Who are the influencers?

Influencers are difficult people to define. A limited definition; they are people who have a measurable impact on the online communities they are a part of. Because of a steady output of reliable information from their end, people in the community trust them. The level of influence however, is more important. Do they influence people to just ‘follow’ the brand? Or do they actually influence people to take action? Make a purchase? Speak up and amplify the campaign’s impact?

For the purpose of this piece, let’s assume they are the latter and have the ability to generate an action out of someone else. For anyone who has reached this point of impact, it is a position they will not want to sully or damage. With that in mind, the parameters for brands shift from finding the right message to communicate, to finding the right people to communicate it and more importantly, the right marketing agency to convince them to come on board. Following that is the challenge of building a rewarding relationship with influencers without rewards. Using reward systems (coupons, freebies) the possibility of skewed results cannot be ignored. An organic exchange of product for feedback is the ideal situation. And to get to a point where you can expect that from influencers, you will have to find a marketing agency who has been cultivating these relationships already.

Marketing trends, like agency consolidation, are transforming the way the industry works, says Becky McKinlay, Managing Director of Marketing Comms Agency, Ambition Communications. Here, she outlays how the changes will affect mid-sized marketing agencies -- and their clients.

Where we are today: the latest marketing trends and the mid-sized marketing agency

As industry consolidation continues apace, the bigger marketing agency groups continue in their quest to dominate, increasing their reach across new territories and offering broader services and specialisations. Keen to satisfy their newly enlarged structures and resource levels, as well as impress shareholders and the City, they will concentrate on global clients and no doubt, service them extremely well. Those clients who require centralisation and economy of scale will continue to benefit from these new structures for the foreseeable future.