One of the most important decisions a company has to make is the choice of an advertising agency. Advertising and PR can make or break a business. When it’s done right, even bad products will sell. When it’s done wrong, the results can crush even the strongest brands. Choosing an ad agency to work with is not something to be taken lightly.
By following some simple guidelines, you can make the process of choosing much easier. Let’s look at a few ways of making sure you end up with an agency that’s going to be a good fit for your company and everything you offer.
Look at The Culture
An agency’s office will often reflect their culture. If you can visit their office, spend some time and look at what is happening. Watch how employees interact with one another. Do they seem cheerful and happy to be there? Are people working together? Is there a good energy level? If people don’t seem happy and inspired, you’re not going to get happy and inspired results from them.
Set Realistic Expectations
Make sure your own team agrees on what you need and expect from the beginning. Decide if you’re looking for a global network or a local specialty agency. Do you need an outfit that specializes in social media marketing, or one that will give you an edge in multimedia production? By narrowing down the direction you want to take with future campaigns, you’ll make it easier to narrow down your selection.
Decide Who Is Making the Decisions
Input from a diverse group can be good, but the ultimate decision should be up to core team members who have experience and understand expectations. In general, a smaller group of senior managers will make for the best selection committee.
Keep Your Long List Short
Do your research before you start making contact with candidates. When you get to the point where you’re ready to start meeting with agencies and discussing projects, your list should already be fairly tight and focused. You don’t want to waste time talking to people that you can cross off your list quickly and easily by just doing some quick research.
Don’t Choose Based On Name Alone
A big name might have a good reputation, but the key factor for you and your business is going to be the team that is dedicated to you. If you’re just a small fish in a big pond, you may not get the attention you deserve. Always look at the people you will be working with and how much passion they show for what they are doing.