What to prioritize when selecting an agency?

Let’s get one thing straight: If all goes well, you’re about to select an agency to work with for the next three to five years. It’s a big decision, and you’ll be investing a lot of your (and your team’s) time to ensure you make the right choice.

To find the best agency for your needs, it’s important to start by clearly identifying your objectives and making a prioritized list of the problems you need to solve to achieve them. In an earlier post, we outlined a quick exercise to help you do that.

Prepared with your list of priorities, there are several key things you should consider as you search for an agency. Before you start inviting agencies to join the party, let’s take a moment to review the factors that will greatly impact the success and effectiveness of your collaboration.

1. Expertise & Experience: It’s important to recognize that not all marketing companies are created equal. Assess the agency’s expertise and experience in the areas (and audiences) that align with your project needs. As you evaluate various agencies, consider both conventional and contemporary aspects. Take a hard look at their portfolio, case studies, and client testimonials to gauge their capabilities and track record. Ensure they have a proven history of delivering high-quality work for clients who share a similar mission and business model to yours. Don’t hesitate to explore lesser-known sources. Have you looked at their reviews on Glassdoor.com or another reputable job review source? Platforms like these provide candid employee feedback, offer insights into their organizational culture and reveal how they treat their staff, which I presume is important to you. Does the agency genuinely follow through on their commitment to diversity, equity, and inclusion, as suggested by their press releases? What about LinkedIn? Is the agency actively engaging in conversations to contribute to the growth of the industry? Are their leaders innovators or dinosaurs? When you peruse their LinkedIn profiles, you can quickly tell whether their leaders are innovative or outdated in their approach.
   
2. Creative Approach: Assess the agency’s creative approach and style, ensuring that it aligns with your brand’s vision, values and timeline. It’s most important to review their previous work to determine if they have the ability to create content that resonates with your target audience, reflects your desired aesthetic and does so on your timeline.
   
   When evaluating an agency’s creative approach, there’s one more factor to consider. While established, 50-year-old agencies might have some strong branding chops, they might not be able to design well for new media. On the other hand, the trendiest agencies that specialize in designing for Gen Z brands may not be able to create content that truly connects with your stakeholders. Be honest with yourself about your requirements and lean towards agencies that not only understand your needs but also have the ability to encourage innovative ideas, while staying within reasonable boundaries.
   
   

   Be honest with yourself about your requirements and lean towards agencies that not only understand your needs but also have the ability to encourage innovative ideas, while staying within reasonable boundaries.
   

3. Understanding of Your Business, Industry, and Audience: It is essential that the agency has a deep understanding of your specific industry, target audience, and market dynamics. They should be able to comprehend your business goals and tailor their creative strategies accordingly. A solid grasp of your industry enables them to craft compelling and effective campaigns.
   
   Just because an agency says they excel at “advertising,” “branding,” or “direct response” programs for “Fortune 500 companies” doesn’t mean they can do those things well for nonprofit organizations, let alone YOUR organization. So, press hard on this point. If you can’t find and talk to at least a few organizations similar to yours who have worked with this agency, take a walk and consider another agency.
   
   I have personally witnessed instances where prospective clients emphasized this point and, to be honest, I should’ve taken those concerns more seriously, as it resulted in lost opportunities. I’ve also been in situations where, due to clients’ diligent inquiries, certain opportunities didn’t materialize. Looking back, we were both better off!
   
4. Collaboration and Communication: Take into account the agency’s communication style and their ability to foster effective collaboration with clients. Clear and transparent communication is vital for a successful partnership. Assess their responsiveness, willingness to listen, and capacity to provide constructive feedback. Seek an agency that values collaboration and views you as a partner rather than just a client.
   
   What kind of communication tools and frequency are they willing to use? The medium through which you will communicate can make or break your overall experience. Are they willing to use a digital project planning tool? Is it a tool you’re already familiar with or willing to adopt? Will they speak with you only on weekly or monthly Zoom calls? Or, can you pick up the phone to talk through a question or an idea off-schedule? Who do you have regular access to at the agency? Keep in mind, unless your business is truly volatile (and that’s a bigger problem) don’t push for too much more communication than you really need. It’s important to strike a balance.
   
5. Resources and Capabilities: Determine Determine whether the agency has the necessary resources and capabilities to effectively handle your project and related future projects you may be considering. This includes evaluating their team size, expertise, technological infrastructure, and production capabilities. You want to ensure they can handle the scope and scale of your project without compromising on quality. Like buying a house in a nice neighborhood — it’s best not to be the agency’s biggest or smallest client.
   
   While it’s critical to have a strong connection between the person responsible for managing your account and your team on a day-to-day basis, keep in mind that the person in this role may change over the course of your three-five year engagement.
   
   So, I would recommend establishing a foundation of trust and developing a working relationship with the assigned individual. However, it is unrealistic to expect the agency to include specific names, such as “your account director,” in the contract. Requiring such specificity would pose contractual challenges for the agency if that person were to leave their position. That level of specificity could also prevent the agency from moving you to a new and potentially more qualified staff-person as your needs evolve. It is simply an impractical request that no reputable agency would fulfill. If anything, make sure you feel comfortable with how that relationship will grow once you do start working with them.
   
   
6. Budget and Pricing: Throughout my career, I’ve encountered numerous instances where I had to price proposals for services, numbering at least one thousand. I can confidently say that the most effective pricing strategies, beneficial for both the client and the agency, have come from opportunities where the client has been transparent about their budget. I know, I know, your CFO may have reservations about disclosing the full budget, fearing that the agency might exploit that information and charge the maximum.
   
   I understand why, but let’s be honest. Unless you are a multibillion-dollar organization, you’ll likely want more support from prospective agencies than you can afford. If you’re lacking trust in the agency before you even get started, you probably need to reconsider the agency.
   
   Here’s what happens when you aren’t able to trust your agency with your budget… The agency team scrambles its jets and everyone gets on a Zoom call to scratch their heads. It sounds like this:
   
   

   “Chet, what they’re asking for will cost way more than what we know they’re paying their current agency!” 
   
   “I know, Susan! But what am I supposed to do? I’m not allowed to ask questions and the detailed budget is due in the morning!”
   
   “Well, Chet, Ol’ Boy, screw it, just make it look like we can do everything they want at that price.”
   
   Fast forward several weeks, just before you award the contract. You’ve finally opened up to them about what is most important and what you can really truly spend on the agency’s support.
   
   “Uh, well, Ms. Prospective Client. I hate to tell you, but it’s going to cost triple what you have to spend. And, worse, had I known what you were planning to spend, I would have recommended a completely different type of program that would have given you a real chance at achieving your goals.” 
   
   “Thanks, Susan, that’s a real bummer because we’ve used hundreds of your and my teams’ hours to make this decision. I’ll go tell my boss we need to go with our distant second place agency instead of yours.”

   So, again, please be as transparent as your company will allow you to be.
   
   As you evaluate pricing proposals, discuss the agency’s pricing structure and ensure it aligns with your current and future budget. Transparency is crucial here, so make sure to gain a clear understanding of the services included, as well as any potential additional costs or overages for services or direct expenses.
   
   Before you review finalists, make sure you remind your CFO that selecting an agency solely based on the lowest price does not always yield the best outcomes. After all, you don’t opt for the cheapest snow tires, do you? (They’ll laugh when you tell them this). You should request, in writing, the volume of hours you will receive and from what roles.
   
7. Reputation and References: Research the agency’s reputation within the industry. Try to seek out a handful of references with whom you can speak, personally. You can learn a lot from talking to three to four people who work for similar organizations with similar budgets to solve similar challenges.
   
   In addition to these traditional reference checks, I would also recommend exploring non-traditional avenues. First, it’s crucial that one of the references you contact is someone who has previously ended their partnership with the agency. That person will probably share candid feedback, including potential challenges, and you need to be mature enough to put it in perspective. Not all relationships need to endure forever, sometimes making a change to freshen up the approach can be bene. Conversely, responsibility for a relationship’s failure may lie with the client, not the agency. Listen objectively and truly understand what has happened.
   
   Second, leverage your LinkedIn network to find trusted colleagues who have connections with people you would work with at this agency. Most people will gladly talk to you if they’ve had a good experience. If they refuse to talk to you about the agency, then you know where they stand.
   
   

   By combining both traditional and non-traditional reference checks, you can gather a comprehensive understanding of the agency’s reputation and make a more informed decision.

   
   
   
8. Flexibility and Adaptability: Consider the agency’s flexibility and adaptability in the face of changing circumstances and evolving project needs. The creative process often involves iterations and adjustments, meaning it’s crucial to work with an agency that can accommodate your shifting requirements and timelines. Be honest with them about your teams working style. Don’t expect them to execute a campaign in three weeks if it takes your team a month to get approvals.
   
   You’ll get a good sense of their adaptability simply from how they interact with you in the proposal creation phase. Consider pressing them once or twice during their presentation to see how they think on their feet. For instance, you might ask a question as simple as, “I know we asked you to respond to Scenario A, but what would you do if I told you we suddenly needed to double the results or cut the budget in half?”
   
   To me, a promise to still knock the results out of the park is a red flag. Anyone can say that, but precious few can deliver. A more thoughtful — and preferable — response would be: “It depends. We would discuss the necessary tradeoffs and adjustments with you before moving forward.”
   
   
9. Measurable results and analytics:
   
   Inquire about the agency’s methodology for measuring the success and impact of their creative campaigns. They should have a structured process in place for tracking and analyzing data to evaluate the effectiveness of their work. Look for an agency that can provide meaningful insights and comprehensive reports to assist you in gauging the return on your investment. Ensure their metrics are consistent with your goals. If your campaign’s goal is focused on conversions, it’s a red flag if your agency only wants to talk about clickthroughs.
   
   Be sure to ask them to show you a few examples of a campaign they have executed from end to end. You’ll get a good perspective on their expertise if you ask the following questions:
   How did they establish goals and objectives at the campaign’s outset?
   How did they attribute results from the creative to the campaign’s objectives? What kind of technology did they use?
   Is there anything they would do to improve measurement on similar campaigns?
   
   By carefully considering these factors, you can select a creative agency that aligns with your goals, comprehends your brand, and has the necessary expertise and experience to deliver exceptional results.

Here’s Your Prioritization Cheat Sheet

Our editor thought we should make your life easier by providing a list of questions that we mention in this article, below. Copy and paste these into the documents you’ll use to shape your selection process.

Expertise & Experience

• Have you reviewed their portfolio, case studies, and client testimonials to gauge their capabilities and track record? 
• Do they have a proven history of delivering high-quality work for clients who share a similar mission and business model to yours?
• Have looked at their reviews on Glassdoor.com? 
• Does the agency genuinely follow through on their commitment to diversity, equity, and inclusion, as indicated in their press releases?
• Have you checked out their presence on LinkedIn.com?
• Are they actively engaging in conversations to contribute to the growth of the industry? 

Creative Approach 

• Do they have creative examples that give you confidence that they can embody and ultimately elevate your brand?
• Are they designing for appropriately similar organizations? 
• Are you sure they’re not too conservative or too cutting-edge in their approach?

Understanding of Your Business, Industry, and Audience 

• Do they have a deep understanding of your specific industry, target audience, and market dynamics? 
• Do they comprehend your business goals?
• Have they delivered results for similar organizations solving similar problems?

Collaboration and Communication:

• How would you describe their communication style and their ability to foster effective collaboration with your team?
• Have they been appropriately responsive during your selection process?
• Do they appear to have a willingness to listen and capacity to provide constructive feedback? 
• What kind of communication tools and frequency are they willing to use?
• Are they willing to use a digital project planning tool? 
• Is it a tool you are already familiar with or willing to adopt? 
• Will they speak with you only on weekly or monthly Zoom calls? Or, can you pick up the phone to talk through a question or an idea off-schedule? 

Resources and Capabilities

• Does the agency have the necessary resources and capabilities to effectively handle your project or campaigns? 
• Have you evaluated their team size, expertise, technological infrastructure, and production capabilities?
• Are they likely to handle the scope and scale of your project without compromising on quality?

Budget and Pricing

• Have they provided you with detailed insight into their pricing structure?
• Does their budget structure account for all services included, as well as any potential additional costs or overages for services or direct expenses? 
• Does their pricing structure align with your current and future budget?
• Have they provided, in writing, the volume of hours you will receive and from what roles? 

Reputation and References

• Have you talked to three to four people who work for similar organizations with similar budgets to solve similar challenges? 
• Have you contacted someone who has previously ended their partnership with the agency?
• Have you explored your LinkedIn network to find trusted colleagues who have connections with people you would work with at this agency?

Flexibility and Adaptability

• How flexible and adaptable have they been as you interacted with them during the selection process? 
• Have you asked them to revise one of the components of their solution to see how well they solve challenges in a realistic manner?

Measurable results and analytics:

• How do they describe their methodology for measuring the success and impact of their creative campaigns?
• Do they have a structured process in place for tracking and analyzing data to evaluate campaign effectiveness?
• Have they shown you a few examples of a campaign they have executed from end to end, and how they’ve measured success?

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