What are the top considerations for choosing an advertising agency?

1 Your objectives and expectations

Before you start looking for an agency, you need to have a clear idea of what you want to achieve with your advertising campaigns and how you will measure success. Do you want to increase brand awareness, generate leads, boost sales, or improve customer loyalty? What are your key performance indicators (KPIs) and how will you track them? How often do you want to receive reports and feedback from the agency? Having a well-defined brief and realistic expectations will help you find an agency that can align with your vision and deliver on your goals.

2 The agency's expertise and portfolio

Not all agencies are created equal. Some may specialize in certain industries, markets, or channels, while others may offer a broader range of services and solutions. You want to find an agency that has relevant experience and expertise in your niche, target audience, and objectives. You also want to see examples of their previous work and results. Ask for case studies, testimonials, and references from their past and current clients. Look at their portfolio and see if their style, tone, and quality match your brand identity and standards.

3 The agency's culture and values

Another important factor to consider is the agency's culture and values. You want to work with an agency that shares your vision, mission, and values, and that can build a strong and lasting relationship with you. You also want to assess the agency's team and how they work together. How do they communicate, collaborate, and solve problems? How do they handle feedback, criticism, and conflicts? How do they balance creativity and strategy? How do they cope with deadlines, changes, and challenges? You want to find an agency that has a positive, professional, and passionate culture that matches yours.

4 The agency's fees and contracts

Of course, you also need to consider the financial aspects of working with an agency. You want to find an agency that can fit your budget and offer you value for money. You also want to understand how the agency charges for its services and what is included and excluded in their fees. Do they charge by the hour, by the project, or by the results? Do they offer fixed or flexible contracts? Do they require a retainer or a deposit? Do they have any hidden or extra costs? You want to find an agency that is transparent, fair, and flexible in its pricing and contracts.

5 The agency's availability and responsiveness

Finally, you need to consider the agency's availability and responsiveness. You want to find an agency that can meet your deadlines and deliver on time. You also want to find an agency that is responsive and accessible. How quickly do they respond to your calls, emails, or messages? How often do they update you on the progress and status of your projects? How do they handle emergencies or urgent requests? How do they deal with delays or setbacks? You want to find an agency that is reliable, accountable, and proactive in its communication and service.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?