Hiring an ad agency is a big deal, especially if it’s the first time. You are investing hard-earned dollars into something that might seem mysterious and intangible at first. On the agency side of the table, we are confident in our ability to demonstrate how branding and advertising work because we see it work for our clients every single day. We know the wealth of data that is available to make what feels mysterious suddenly become pure, hard-core power. We know that as clients see their investment in branding and advertising working hard and see it making a difference, it’s intoxicating. We live for these moments of discovery with our clients. But as the client, you have to have confidence in your choice because you are making a commitment on behalf of your brand and you need it to succeed.
Not every agency is the right agency for you. You want to be wary of agencies who are about clever advertising vs. effective advertising, about short term goals vs. understanding long term goals. You want a team who does their homework first and asks lots of good questions. You want a team who knows the importance of research and strategy and how it needs to lead the way with every creative endeavor. You want an experienced team that has good chemistry with you. At the end of the day, you have to trust your instincts on your choice.
Here are a few tips from Inc. on what to look for.