Well, it seems I’ve either been hiding under a very large rock or I’m just oblivious to some questionable agency search management practices taking place south of the 59^th parallel. 

And before my many US friends and colleagues rummage for my number to attack my quivering goose quill – I’m sure this doesn’t apply to all US consultants.

I know it doesn’t.

But from what I heard at an agency conference in Chicago a couple of weeks ago, it is happening with some.  And it’s giving all of us a bad rap.

So to any marketer contemplating a search, here are some consulting sins to be wary of – and avoid – to ensure you protect your own corporate reputation. Seven from what I’m hearing. And trust me, no marketer should be endorsing any of them in a search process – whatever side of the border you’re on.  Ready?  Here we go…

Sin #1: The Database Delusion – “Pay to Play, or Fade Away!”

Search consultants who charges agencies just to exist in their database. Like paying a cover charge to get into a trendy nightclub, where the bouncer might not even let you in,. A truly virtuous consultant knows their value isn’t in a digital rolodex, but in their connections, relationships and insights.

The Heavenly Virtue: There should be no charge to agencies to input their data into a consultant database. Because finding the right fit shouldn’t come with an entry fee. And trust me, not one agency in our expansive database has ever paid a fee.

Sin #2: The Participation Price Tag – “Want to Dance? Show Me the Money!”

Apparently, not only do some agencies have to pay to be seen, they also have to cough up some cash just to be considered! If a consultant is charging agencies to participate in a search – instead of their client – they’re not looking for the best, they’re looking for the best-funded.  

The Heavenly Virtue: Agencies should never have to pay a fee to participate. Talent and suitability should be the only currency. And no agency will ever pay a fee on a search run by us.

Sin #3: The List Lunacy – “The More the Merrier…(not!)”

Are we building relationships or just collecting Pokémon? Any consultant who prides themselves on the sheer length of their agency list, rather than potential fit, is missing the point. It’s about understanding cultures, capabilities, and personalities, before sharing with their clients and then helping define a well-considered list of real options.

The Heavenly Virtue: It’s about relationships and knowledge, not lists. Quality beats out post code quantity. Yes, in Canada, we have a considerably less agencies than our counterparts south of the border, so perhaps that makes all the difference? But in Canada – agency knowledge matters.

Sin #4: The Competitive Contagion – “Psst…Wanna Hear What the Other Guys Are Quoting?”

I about fell through the floor when I heard this. Truly.  In some cases, a database participation fee also gives agencies access to competitive pricing and submissions. Let’s call this like it is:  Any consultant who plays fast and loose with confidential pricing, groundbreaking ideas, or unique approaches from one agency to another is not a consultant; they’re a gossip columnist with a business card.

The Heavenly Virtue: Never reveal competitive pricing, ideas, or approaches. What happens in the pitch, stays in the pitch. Here in Canada, we’ve held client and agency confidences for fifteen years.  And we’ve no intention of changing that. Ever.

Sin #5: The Process Predicament  “Trust the Process – Even When It Makes No Sense”

Creating a laborious process with an absurd number of unnecessary hurdles doesn’t help choose a great agency – it creates a ridiculous amount of work and confusion. It’s a process that can lead to a less effective and potentially frustrating experience for both clients and agencies.

The Heavenly Virtue: Customize the process based on what the client really needs. Keep asks focused and concise.  In Canada, we’re sometimes called a ‘corporate psychiatrist’ – because we take the time to figure out what’s really going on before allowing clients to pull the trigger on a search. 

Sin #6: The Tyranny of the Thumbs-Up – “Let me help you decide…”

Okay, let’s be clear. A search consultant’s role is to guide, to curate and to facilitate. It is specifically not to be the ultimate decider.  The final decision belongs to the client. A consultant who tries to cast the deciding vote or sway a client one way or the other, is overstepping their role in the process.

The Heavenly Virtue: Consultants never vote. Help marketers ask the right questions? Absolutely. Choose for the client? Hard no. Never voted. Never will.

Sin #7: Assuming US Consultants Are Better

For Canadian marketers navigating the agency search landscape, talent and ethical practice exists right here at home. Choosing a Canadian search consultant means partnering with a professional familiar with our unique market, cultural nuances, and the specific needs of Canadian businesses.

The Heavenly Virtue: Buy Canadian. We’re just so darn reasonable.

So there you have it: Seven deadly sins that can derail even the most promising agency search.

A Call To Marketers

But just identifying these pitfalls isn’t enough. It’s time for a fundamental shift—a collective commitment to virtue, transparency, and genuine partnership. As marketers, you wield the power to demand better, to insist on a process built on trust and mutual respect. Don’t settle for less; your brand, and your sanity, deserve nothing less than an agency search rooted in integrity.