Start with the commercial decision
Define whether the brief concerns launch, demand, repositioning, market entry, client acquisition or reputation. Without that choice, agencies can present attractive activity that does not solve the business problem.
Test category understanding
Ask how the team distinguishes luxury from premium, how it protects price integrity and how communications connect with retail, private clients and aftercare. Relevant thinking matters more than a long list of unrelated logos.
Examine the proposed market route
For international work, identify which markets need central strategy, local expertise, media relationships, partners or on-the-ground coordination. Request named responsibilities rather than a vague promise of global reach.
Agree evidence and boundaries
Set the baseline, reporting rhythm, approval process and measures before work begins. Separate outcomes the agency controls from sales, invitations or editorial decisions controlled by third parties.
Build a useful selection brief
Include the business objective, audience, priority markets, offer, distribution, budget range, timing and decision makers. ICON IMAGE coordinates luxury positioning, communications and international market development through one strategic lead.
Editorial sources
Primary sources used to verify the factual statements and publication dates in this article.