How To Select An Agency & Get It Right
Why does everyone hate their agency?
I've been deep in vendor and agency selection mode recently—just coming out of it, actually. It's a challenging topic. The reason that everyone hates their agency is that they chose it for the wrong reasons. Even the same agency is often extremely different depending on who is on your account.
If you are selecting an agency, here are a few things to keep in mind:
Where is your organization's biggest weakness—does it match the agency's strength? Or are you trying to build on a strength?
What's the strategy? Are they just repeating a formula or crafting something unique for you?
What is the relative size of the organization and the agency? A large company choosing a small agency can be a breath of fresh air or a disaster, depending on how many groups at your company are involved. A small company choosing a large agency can easily get lost in the shuffle.
What do your economics look like? What can you afford?
What references they offer can tell you a lot. References are a double-edged sword in some sense. If you hear the same things over and over, it's helpful. Don't just try to get off the phone; instead spend time listening to their experience and insights about working with the agency you’re maybe about to hire.
While trusted referrals can often lead to great partnerships, the needs of one brand vs. another can be so vastly different, that often going with who "that the other brand used" may not be the right fit. The most common scenario I see is to say it works for another company, and then you just select them. But you don't know how they selected, how they are different than you, and you haven't analyzed what your real needs are.
When I initially shared these thoughts on LinkedIn, the post garnered a lot of feedback, with additional questions and considerations to take into account when evaluating a potential agency partner.
Jesse Eisenberg (no, not THAT Jesse Eisenberg) wants to know what programs does an agency have in place to ensure ongoing education & growth of their employees.
Stephen Carl suggests looking for agencies “that aren't just trying to be your BFF.” An agency being able to challenge the company’s POV is useful, because “disagreements are healthy for evolution.”
Cyndee Surga says “The ideal agency should be ideas/solutions-first rather than just pitching for business that fits into the agency's existing business model. This makes them agile and value-driven.”
In some ways, selecting an agency is a bit like dating. If you don’t know yourself (or in this case, your company’s needs) or what you’re looking for, you may end up going out with a lot of the wrong people. And while some brands use the RFP process as a way to get to learn about themselves (also applicable to the dating metaphor!), you’ll have a more productive partnership if you’re able to be transparent, realistic, and direct about your needs and expectations.
