Brian Goodall

R3:JLB is a client-agency relationship consultancy dedicated to helping marketers improve the value and performance of their agency relationships. The firm has 30 consultants located in Chicago, New York, Miami, Beijing, Singapore, and Delhi. Goodall joined R3:JLB in 2004. During his 30-year advertising agency career he served in various account management and senior management positions in prominent Chicago and New York City agencies. He has also served on the board of the American Association of Advertising Agencies and on the National Advertising Review Board.

Recent content by this author:

Agency Selection Toolkit

R3:JLB’s Brian Goodall has created a sample RFI questionnaire, finalist agency challenge, and evaluation scorecard for this ANA toolkit, which supplements his Insight Brief, Selecting a New Agency.

Sample Credentials Presentation Scorecard

As a supplement to his Insight Brief, Selecting a New Agency, Brian Goodall, General Manager, R3:JLB, has created a sample credentials presentation scorecard that marketers can use to evaluate meetings with potential new agencies.

Sample Finalist Agency Challenge

As a supplement to his Insight Brief, Selecting a New Agency, Brian Goodall, General Manager, R3:JLB, has created a sample finalist agency challenge that marketers can use when they are deciding between their top agency choices.

Sample RFI Questionnaire

As a supplement to his Insight Brief, Selecting a New Agency, Brian Goodall, General Manager, R3:JLB, has created a sample RFI (Request For Information) questionnaire that marketers can use when soliciting information about potential new agencies.

Selecting a New Agency

The final Insight Brief in a series written by Brian Goodall, General Manager, R3:JLB, Selecting a New Agency looks at how marketers can narrow down their top candidates and find the agency that is right for them, including how to evaluate agency presentations and create agency challenges. A supplemental toolkit contains additional data, as well as forms that marketers can use and personalize for their own agency searches immediately.

Agency Search Toolkit

R3:JLB’s Brian Goodall has provided a sample scope of work and a sample agency search criteria for this ANA toolkit, which supplements his Insight Brief, Organizing for an Agency Search.

Organizing For an Agency Search

Written by Brian Goodall of R3:JLB, this ANA Insight Brief looks at how marketers should prepare for an agency search. The second of three Insight Briefs on the search process, Goodall discusses the steps marketers need to take before beginning an agency search, including establishing the search team, finalizing the scope of work, and establishing the search timetable.

Sample Agency Scope of Work

To accompany his Insight Brief, Organizing for an Agency Search, Brian Goodall, General Manager, R3:JLB, has created a sample scope of work document, which marketers can review while preparing for the agency search process.

Sample Agency Screening Criteria

As a complement to his Insight Brief, Organizing for an Agency Search, Brian Goodall, General Manager, R3:JLB, has shared sample agency screening criteria, which marketers can refer to while preparing for the agency search process.

Deciding When to Conduct an Agency Search

Written by Brian Goodall of R3:JLB, this ANA Insight Brief looks at the steps marketers need to take before entering into an agency search. The first of three Insight Briefs on the search process, Goodall explores the risks and benefits of beginning the hunt for a new agency in this Insight Brief.

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