Choosing an ad agency can be difficult. The advertising and marketing industry has been disrupted by technology and social media, leaving a lot of businesses unsure of how to spend their advertising dollars. The good news is brands don’t need to invest hundreds of thousand of dollars into advertising to be successful. Quite frankly, most brands will find more success advertising via digital and social platforms, especially if you’re working with a smaller budget. If your agency is telling you something different, they could be more concerned about their overhead than your brand.
Don’t choose an agency based on the number of people they employ or the number of people you think will be working on your account. With some agencies you will meet the entire team for the pitch, they land the deal, return to the office and don’t think about you again until five minutes before your next meeting.
Choose an agency based on two things: creativity and people. You need to get along with your agency. You should look forward to your meetings and brainstorming sessions. You should trust them. If you don’t, it may not be a healthy relationship. Second, you know your business better than anyone else. Your agency should be trying to get to know your brand and understand your goals. They need to take what they learn and combine it with their expertise and creativity to make your business a success. If what their selling sounds like something you’ve heard before, chances are you have.