Avoid the Narcissists. Hire the Listeners!
Truth is, I’ve been on the client side of agency relationships for the majority of my career. At companies I’ve worked for in the past, we often needed help handling initiatives that my creative department wasn’t staffed for. And sometimes, we just needed a fresh set of eyes to shake things up and keep us on our toes. I’ve sat through countless pitches from branding guys, TV agencies, strategy, creative and pure play digital agencies. Looking back, it was a pretty checkered experience. Some exceeded our expectations; some failed. And a couple would sort of fizzle along. Low-impact relationships with high-impact invoicing. Not good experiences.
Here are a few things that’ll help you choose the right agency partner. These first three are a bit more obvious, but still good reminders:
- Craft A Brief. If you’re hiring for a specific project, spend time crafting a brief that thoroughly informs on the objective and deliverable. Clearly define the scope and expectation on deliverables, too. If you’re looking for an ongoing relationship, then prepare a detailed description of what you want to achieve from the partnership. Be specific; don’t be afraid to attach timeframes and performance metrics to the relationship.
- Get references. First, reach out to your trusted network and ask around for any firsthand intel on the agencies you’re considering. Then ask the agencies to provide references that align with your brand or organization.
- When you’re reviewing samples, don’t make assumptions about what the agency’s involvement was. Ask them which parts they participated in – concept, design, writing, deployment, etc.
And here are a few things that don’t get as much play when choosing the right agency:
- Choose to work with people you like. Sounds simple, but often takes a back seat. An agency staffed with people who share your professional and personal values, and that you communicate with easily, is important. You know, the folks you’d want to have a beer with after work!
- Partner with an agency that’s collaborative. Believe it or not, there are still people who think having all the answers all the time is a good approach. Avoid these too-cool-for-school types.
- Be sure the agency you choose is a business advocate. Ask yourself: Does the Agency understand my business metrics? And, how do they measure success? Creative strategy and tactics matter a lot, but the guys who keep the end game in focus are the ones you want on your team. A win in their eyes should be moving the needle. Period.
- Know your team. The agency representatives who do the pitch and present ideas won’t likely be the folks executing the work. Ask about the staff and get clarity on who’s doing what. Make sure you feel comfortable with the team assigned to work on your brand.
- Hire the listeners. If the agency you’re considering wants to a.) understand your challenges, b.) learn about your business, and c.) get a clear understanding of your objectives, then you’ve got the right guys. If they start flashing solutions before they deeply understand the assignment and like to hear themselves sounds smart, look out – you’re in trouble!
Lastly, once you hire the right agency, TRUST them. To get the best work from your agency, you have to be objective and lose your bias for past solutions. If you think you have the best ideas, save your money and do the work internally. Seriously, micromanaging your agency won’t allow you to see the potential for moving your brand forward in new ways.
I’ve worked with agencies that have really brought groundbreaking solutions to the table (now considered friends and my co-workers… couldn’t help but work that in). And I’ve made mistakes and ended up saddled with a bad decision. Hopefully, my tips will keep you on track for hiring the right agency that will move your business forward and reveal unexpected solutions. After all, that’s what you’re paying for, right?
Interested in talking more about the agency selection process? We’d be happy to help.
