Advertising Agencies ― Choosing a Great Partner

What makes a client and marketing agency fit like hand in glove? In a word, trust. On both parts. You need to be able to trust that the agency will deliver and advertising agencies need your trust to do our best work.

Good advertising agencies bring an outside-in, target audience-focused perspective to companies that are often preoccupied with the business of their business. So, how do you find a good advertising agency that best fits your company or brand? Start by asking yourself these questions.

Does the advertising agency understand your business, industry and target audience?

Yes, you want the agency to be creative marketing geniuses. Creativity builds awareness, and relevancy drives results. Advertising agencies that are both creative and strategic are the best bet for your ROI.

Better yet, does the agency have experience in solving problems similar to yours?

Do you need brand repositioning? New product launch assistance? Employee communications? Media and public relations? How you define the problem often determines the success of the solution.

Is the agency the right size for your business?

Too big and you don't get the attention you deserve. Too small and you can't get the resources you need. Find out how the agency will staff your account and who will lead. Do you trust that person?

Do you even need an advertising agency?

It might sound like blasphemy coming from an agency, but if you aren't looking for help in strategic customer acquisition, retention or cross-sell consulting, brand/product positioning, target market research, media planning/placement, creative development or results tracking, you may not need a full-service agency. If you're just looking for someone to help with tactical execution, specialists and freelancers may be a better fit.

Can you feel the chemistry?

Assuming the advertising agencies you're considering have strong core competencies, it just comes down to who feels right. Ideally, you'll be working side by side, so choose a partner whose vision of the relationship matches your own. Do you want to be wined and dined? Are you looking for a low-cost supplier? Or are you looking for a high-value, solutions-focused team that integrates seamlessly with the way you do business?

Does their work sell them, or you?

You should love their work, but you should love the results of their work more. Can the agency create more than one good concept around a common theme that builds a consistent image for you?

Finally, do they love what you love?

You can't fake passion.

Tell us more about your marketing communications challenges and what you’re looking for from advertising agencies. Take our new client questionnaire.