Looking for a new agency isn’t something you do everyday. And it’s a good job, as navigating the complex and often overwhelming network can be both daunting and frustrating. Here are my tips from my time both agency and brand side on how to find the right agency for your brand at this point in time.
Before you go looking, be clear what you are looking for. Whether you are looking to go through a formal pitch process or not, writing a brief whether it’s internal or to be shared with the agencies is a great place to start. It will help you articulate what you are looking for, what are the mandatories, what’s nice to have and what are the dealbreakers.
Some questions we ask any new brand we are talking to are:
These kinds of simple questions just help to create a clear view on what you are looking for and help to ensure you are aligned with other key decision makers internally. By sharing these with potential agencies, it also allows the agency to be honest and upfront about what they can’t help you with in order to help you choose the right partner. After all, agency relationships are a two way street, they need to want you as much as you want them.
Not all agencies are the same. Many offer similar services, but their approach could differ greatly. Let’s take digital marketing agencies - some focus on single channels, some have a more holistic view. Some are very strong creatively, some are really focused on data. And some may sit somewhere in the middle. Although there are best practices, there isn’t one way of doing digital marketing so ensure the agencies you are talking to are able to showcase theirs to see if that model is right for your brand, at this point in time.
2. Small agency vs big agency
Do you want to be a little fish in a big pool? Or a big fish in a little pool?
Again, there is no one size fits all - small agencies can mean you have access to a wider range of strategic support as business as usual, larger agencies can house a wider range of offerings. Small clients can get lost in a big agency vs other larger, more profitable clients so maybe a boutique agency is better suited for these brands. However some larger brands want the processes that can come from large agencies. They are both also very likely to have different pricing models and rigidity to their SLAs.
3. Culture and fit
It’s not all football tables and beer fridges on a Friday. Finding an agency who is able to keep their staff happy and developed means less account team changes for you over short time periods. If they look after their people, this is a great sign of their values as an agency and how they would then work with their clients.
Not all agencies are the same in regards to their culture, which is good as not all brands are either. It’s like finding a partner, not everyone is for everyone and that’s okay. But ensuring your values are aligned are crucial to building a long term partnership which is ultimately what we are all looking for.
4. Agency to do the doing vs Strategic Partner
This will depend a lot on your own set up in house but knowing if you need an agency to do the doing, where the strategy sits firmly in house, vs an agency who is going to build a collaborative relationship with your team and challenge internal thinking is a big difference. This will impact anything from SLAs, to pricing. When this requirement is not aligned, this is where tensions can build so it’s a really important question to ask yourself.
5. Cost
If costs are a main driver, you might need to be prepared to compromise. Generally with agencies, if you want it, you have to pay for it. So if you want a senior team vs an exec running an account, be prepared to pay for it. If you want cheap and cheerful, be prepared to do more leaning in your side and carry more of the strategic decisions.
Finally, how do I know if I’ve made the right choice?
For many people, the gut will help with this. Sometimes it really is just a feeling, that you know you’ve made the right decision. But, if you are not quite there, ask to talk to some of their other clients to hear a warts and all review of the agency.
Last tip to know if you’ve made a good choice - check the contract! Great brands stay with their agencies if things are working, not because of a piece of paper. A good agency will not tie you into long term contracts or have sneaky clauses to lock you in by holding data or ownership of your accounts. Check the small print!
Finally, don’t be afraid to say no. Agencies speak to lots of brands, and sometimes the conversations turn into long term partnerships, sometimes they don’t. The main objective is you find the right fit for you and a good agency will get that. So have the conversation, be honest and transparent and let them know why the fit isn’t right on this occasion.
Want to know if we might be the right agency for you? Give us a call for a no pressure conversation to help solidify what you are looking for.
