03 Change · Partner Search

Fit-First Search

Choose the right agency, through the lightest credible process.

An independent, proportionate approach to agency selection, built around evidence, fit and how the partnership will work in practice.

Talk to Mosaic →See the method ↓

The problem

A bigger pitch does not create a better decision.

Too little process is quick, but hard to defend.

Too much process is rigorous in form, wasteful in practice.

The decision deserves enough evidence. Nothing more.

When it helps

Search is the answer only when change is the question.

Search makes sense when

The current set-up is no longer fit for purpose.
A new partner or specialist capability is required.
The decision carries material risk, budget or scrutiny.
Credible options need fair comparison, and working fit needs testing.

Step back first when

The real problem is not yet clear.
Client-side scope or governance is driving it.
The incumbent may still be worth backing, and a reset has not been considered.
A search would cost more than it would resolve.

Fit-First Search can be a front door. Clarification still comes first.

The method

Seven stages. One coherent appointment decision.

The route determines how deeply each stage is used, not whether it happens.

Clarify

Why change is being considered, whether search is right, what is now needed.

Define

Brief, fit criteria, evidence, decision rights, timetable and agency ask.

Map

Credible options, conflicts, availability and appetite, then a recommended shortlist.

Assess

Capability, team, evidence and commercial fit through stage-specific assessment.

Experience

Chemistry or Collaborative Challenge to see how the teams work together.

Decide

Evidence and judgement combined into a recommendation that stands up to scrutiny.

Appoint

Commercials, contracting, transition and the first 90 days.

Same seven stages every time. Different depth, different order, depending on the route.

Search routes

One method. Four routes shaped around the decision.

Shortlist Search

A clear, contained requirement where the client needs a small set of credible options quickly.

Chemistry Search

A decision where team, cultural and working fit matter more than a speculative response.

Targeted Capability Search

A defined specialist need: media, digital, CRM, fundraising, production or market support.

Full Fit-First Search

A higher-risk appointment with greater budget, visibility, stakeholder scrutiny or procurement need.

A Collaborative Challenge is an optional assessment module inside Full Fit-First, not a separate product.

What gets assessed

Fit is not a feeling. It is a set of evidence.

Six dimensions, examined separately, each with the right evidence.

Strategic & specialist capability

Can the agency solve the right problems at the required level?

Team & leadership

Are the proposed people credible, available and right for the relationship?

Ways of working

Will the client and agency make good work together, day to day?

Culture & constructive challenge

Is there enough compatibility, trust and productive difference?

Commercial & operational fit

Does the model work for the budget, scope, geography and service requirement?

Future fit & transition risk

Can the agency stand up the team and start delivering without avoidable disruption?

Scores structure the discussion. Evidence, comments and observed behaviour explain it.

The client outcome

A recommendation you can explain, defend and act on.

What you receive

A clear brief and agreed fit criteria, a focused shortlist, structured assessment materials, a reasoned recommendation, and appointment and transition support.

Typical shape

A focused route runs four to six weeks. A fuller process eight to twelve, depending on procurement, stakeholder availability and stages.

Why Mosaic

25+ years across media, agency leadership and 100+ pitches, both sides of the table. Independent now: no agency to sell, no pay-to-play, no outcome to defend.

Fair to agencies

No pay to participate. Small, credible shortlists. Speculative work only where it materially improves the decision. Timely, constructive feedback to all.

The outcome is not a pitch winner. It is a partner you can back.

In their words

“Andrew's depth of strategic insight and media market expertise were instrumental in guiding our agency sourcing. His knowledge of agency models and commercial structures gave us clarity and confidence in our decision-making.”

Ellie Cragg

Woodland Trust

Questions before you start?

The questions clients ask most, answered honestly.

Isn't this just another pitch consultancy? Do agencies pay to take part? How do we treat the incumbent fairly? Twelve questions, answered in one place.

Read the full FAQ →

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