Once you've figured out what you need, now you must target those who you will pursue in developing and producing that media.
Step 1 is to find similar existing media that you would like to emulate. It is good to have some benchmark that you are trying to achieve. This doesn't mean finding a spot to mimic. It means finding a spot with a similar message, look or other subtle quality that you find valuable to your brand and your campaign.
Step 2 is to research companies that do great work in that category. Everyone has their specialty, and the closer you are to an ad agency or production companies sweet-spot, the more efficiencies they will find in producing you content. This can sometimes be driven by budget. If you have a limited budget, you may not be able to afford your spot, your media buy, and a few sets of overhead for the PR Company, advertising agency, production company and post house. In this case, you may find it advantageous to seek out a company that hybridizes as a specialized creative content company and a production company. This puts creative and production under one roof which helps your budget in two distinct ways:
1. You are paying 1 set of fees for your work.
2. Your creatives are tied to your production company, so any challenges they face separately will be collaborated on together to ensure a smooth production and delivery.
This 2nd one is key. This relationship is what can often cause big fluctuations in budget as two entities collide on what are sometimes different goals for a commercial production.
Whatever the situation is, find companies you love that do work you love. That is the most important thing--to find out what you love, so you know what love feels like in this context.