Finding your best agency match will help you transform your business
Advertising agencies are known to be costly, but worth the investment. Agencies are experts in creating engaging, cut-through communications and oftentimes can be the difference between reaching skyrocketing sales or breaking even.
Here are six important aspects to take note of when choosing the best agency for your business.
1. Consider size
At a smaller agency, you’re likely to receive a greater deal of personal interest from the CEO and the rest of the team, as these agencies depend on the success of their clients to thrive. However, turnaround times could be slightly longer and resources may be limited.
Larger agencies tend to have lots of connections and resources that allow for quick turnarounds and award-winning work. Yet the downfall of choosing a big agency is that sometimes quick doesn’t allow for quality – especially if there is a lot of work coming in from multiple clients. When this happens, big agencies have to manage their resources strategically, and larger clients may get prioritised. If you have a smaller retainer agreement, your work might get less attention.
2. Know your A-team
When pitching for new business, consider that big agencies may put their best team on it. However, once the agency has won the business, that team may not necessarily be working on your briefs. Find out who will work on your brand and ask to see their work.
3. How is the chemistry?
The importance of a chemistry session is paramount. This is the best way to test the waters with your new agency and understand how they operate. You will also get a feel for how the two of you will collaborate.
It’s important to get to know the people you will be working with and evaluate whether you will get along or if it could become a year of tension and misunderstandings.
It should also let you know if the agency you’re looking at is willing to have open conversations, educate you on typical industry terms like ATL/BTL, PPC, and introduce you to new opportunities.
4. What is the agency’s portfolio like and what are their credentials?
Credentials are provided to help you compare and narrow down the list of prospective agencies. It will also help you sense which are best suited to your needs. See how each agency handles projects of your size and look up their current brands online.
While researching, keep in mind that big companies share three or more agencies. One might handle their social media account only while others handle their ATL and BTL communications.
5. Discuss Your contract and fees
Can you afford a blue-chip agency? Award-winning agencies are hallmarked for a reason – they spend a lot of hours crafting and conceptualising. These extra hours can reap great rewards and turn your brand into the next Coca-Cola or Apple, but can you afford those extra hours? Are you currently interested in creating long-term brand loyalty or sales?
These kinds of questions will help you figure out what type of agency your budget allows and which one you should go with.
6. Don’t get suspended.
Irresponsible pitching can become a messy business with serious consequences.
A lot of revenue is spent on pitches, with some agencies liking to exploit their staff, and, if too many agencies participate (big and small), it works against the common goal of transformation. The Association for Communication and Advertising, ACA, has a strict set of rules and regulations to protect creatives, agencies and your business.
For a list of ACA-compliant agencies and for more information regarding pitching, visit the ACA site.
Contact Ayvel Media for all your agency needs.