On the agency side we continually ask ourselves what we believe our ideal clients look for in an agency partner. We try to put ourselves in their seat and understand the unique challenges on the client side that an agency may not be exposed to. We’ve had (and have) some great clients, and we’ve also been in positions where the fit just wasn’t right.
Without a strong referral, it can be difficult, time intensive, and a roll of the dice for a brand marketer to find the perfect marketing agency to work with. Uncovering the right information as you do your due diligence can save you from having to repeat the process of finding another agency partner to work with. The search for a marketing agency can be time-consuming, and if you choose an agency that doesn’t work out, the cost of finding another agency is beyond just financial. Here are some steps to follow to help you find the perfect agency partner:
1. Understand how long their client relationships have lasted
The length of time a client and agency stay in a relationship is often the best indicator of how happy the client is with the work. If an agency is no longer working with a particular client ask why and see how they react to the question.
2. Go way beyond the website
Don’t take work or logos on a website at face value. Many agencies get a shot working for a brand, a splashy project, but after that one shot they don’t work with them again. There’s usually a reason for that. Find out why.
3. Personalities are key
Much like dating, the agency-client courtship always starts with putting your best foot forward. But what about when you’re in a relationship? What happens when there is a hurdle to overcome? Will you be talked down to if you don’t understand a technology? Will all the attention you got in the beginning be focused on the hotter, younger client? Are you being charmed by a smooth-talker or is there chemistry based on mutual respect and energy. Trust your gut.
4. Go to their office. Don’t just have them come to yours
Yes, this will take more time than having them come to you but you will get a feel for their company culture and the vibe they give off. While it’s fine to have them come to your office for a first meeting, before you dive in together pay them a visit.
5. Ask them what they feel makes a great client
Be clear about challenges an agency may have working with your brand. Be honest with yourself and see if you and your company fit the criteria. Ask what frustrates them and if you see the way you operate may create frustration, it may not be a good fit. If you’ve worked with agencies in the past be as transparent as possible as to why you are no longer working with them.
6. What information can you share with them?
Agencies thrive on clarity of mission, insight into a brand, and being in the loop on how our work impacts results. By sharing this information, there will be much more alignment with strategies moving forward and more vested interest in the role the work plays in moving the brand towards its goals.
7. UNCOVER WHERE THEIR VALUE IS
If you have a huge budget, you can afford to cover a bloated agency team, fancy offices, and their in-house barista. But the reality most clients face is increasing pressure to show the true value their agency partner brings. Make sure you understand what the specific plan the agency envisions to help you achieve your goals. Can they bring all the pieces together? For instance, everyone “does social”, but do they have the full end-to-end capabilities to tie content creation to distribution, and tie that back to brand performance? Throwing up some great images or videos on your brand’s Instagram account isn’t the answer.
8. Have SOW clarity
Ask how long specific projects took, budget ranges, which personnel worked on it, things that can cause delays, results, and how they keep projects on track. When getting into a relationship, be clear on the SOW, how requests that may fall into a grey area will be handled, and what will fall outside of the SOW. Understand what kill fees may be involved if the relationship does not work out.
9. Do your research
Investigate an agencies presence on different social channels to see if you can get a feel for how they present themselves. Google the company and staff members you may have met. You may be surprised as to what you’ll find.
While a lot of the above advice may sound like it is intended to grill the agency, there are two sides to every story. Some clients are nightmares for agencies. Some are brilliant and inspire the team to create better work. Some are inconsiderate and rude. Some are nice and appreciative. Some want to take chances and strive for greatness. Some are risk-averse and would rather not be wrong than be right. But in an age of what sometimes seems like disposable relationships, finding a partnership that is rewarding, collaborative, built on trust, and fun, can be produce great work.