Marketers hire agencies to help them position their company or brand and to help them maximize the return on their marketing dollar. But none of those things can happen unless one element is in place. Chemistry. This is a people-working-with-people business (aren't they all?), and if the people don't enjoy working together, greatness won't happen.
Although bad agencies aren't a good fit for anyone, great agencies aren't a good fit for every client. The foundation of every good agency-client relationship is the interpersonal relationships that are formed between members of the agency and client teams. When those relationships work, the trust, respect and good vibes create an atmosphere where great marketing can happen. Below are a few questions you should ask yourself when choosing an agency.
Are they capable of growing with my company?
Five years from now, your company is going to be in a different place. People, products, markets… they'll all be different. And just because an agency can get the job done today doesn't mean they'll be a good fit for the long haul. Is your agency flexible, capable of growing along with you and able to adapt with the inevitable changes in technologies, communications techniques and media trends?Am I ok with my agency seeing other people?
No agency-client relationship is an exclusive one, but where you are in the pecking order is an important thing to consider. If the agency you're considering has one or two clients who make up the bulk of their business, don't expect to have a you-say-jump-they-say-how-high relationship.Would I take my agency home to meet my parents?
Your agency represents you. Not only are they responsible for the public image of your company, but just associating yourself with the agency says something about your company. Your logo is going to show up on their Web site and in their presentations. And their stamp is on all the materials they develop for you. Make sure it's a stamp you'd be happy to show anyone — including mom.Do I like them?
This sounds like an obvious question. So obvious, in fact, that it doesn't need to be asked. But it does. Because it is so often overlooked. Is your agency team the sort of folks you'd have a beer with? Are your meetings all business, or do they contain the odd anecdote about vacations, family life, college parties, ball games or the last movie you saw? Regardless of how much your agency is billing you, the smiles, laughter and friendship should be free.Asking yourself these simple, but vital, questions can help ensure that your agency-client relationship is one that can last the test of time and produce great work all along the way.