Author Post: An Insider’s Guide to Finding the Right Advertising Agency

Oftentimes, in-house marketing teams are tasked with finding a new advertising agency partner to help solve their marketing challenges, grow their brands, and, ultimately, reach their company’s business goals. Every marketer knows that the success of their career often hinges on the success of their brands; therefore, selecting a partner that will craft the messaging, channels, and execution for promoting that brand is no small decision.

What client teams don’t necessarily know, however, is how to properly evaluate their agency teams. As the owner of an advertising agency with experience on both the client and agency sides, I’m offering a few tips on how to assess your agency so you can make the right decision for your business.

  1. Consider shifting the traditional pitch to a workshop format

A pitch usually consists of a two-hour presentation that has been rehearsed countless times with agency executives who may not even work on that business. This is remarkably different from how the client-agency relationship actually looks when you’re in the weeds trying to solve business challenges. I’d encourage clients to instead hold live workshops with agencies so they can see how the agencies work together in real-time to find solutions.

  1. Pay attention to how your agency makes you feel

Do you and your company feel like you’re a priority to your agency team? In a client service industry, if you sense that your team isn’t giving your work the attention it deserves, it’s probably a bad sign. Even though your agency has multiple clients, they should appropriately staff the business to those needs.

  1. Be sure your advertising agency brings passion to your work

Is your agency team engaged and excited about the work they’re doing for you? This passion is endlessly important in ensuring the best outcomes for your business. You want a team that is invested and immersed in the projects you’re entrusting to their expertise.

  1. Look for signs of innovation and proactivity

Ideally, your agency will act as a strategic partner and extension of your team that’s dedicated to finding the best possible marketing solutions for your brand. If your agency never pushes back on projects in the interest of making them better or rarely offers proactive, out-of-the-box ideas for your brand, it might be time to consider a switch.

  1. Keep an eye on how your agency is staffing your business

Another indicator of needing to reassess your agency partners is if there is high turnover throughout the course of your partnership with them. If this is happening, you may infer that the agency is not treating its employees the way it should, whether it’s working them too hard or its culture is too harsh. It’s important to look out for these signs in case they’re negatively impacting the work your agency is doing as a result.

  1. Evaluate your happiness with your agency’s work

It might seem simple, but it’s important to take the time to gauge whether you’re happy with the work your agency is doing for your brand. It can be easy to get lost in day-to-day projects, so make sure you check in with your teams, both internally and externally.

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