5 Criteria for Agency Search
Think of it like prospecting for gold. Not easy. But the search for consultants and creatives who understand the success factors behind your brand, see your vision and can help you make it happen is worth every moment.
Five Essential Criteria
Killer Creative. Creative excellence gives branding life, fills messages with meaning and uses graphics brilliantly. Weak creative suffers the worst of all fates: It is ignored. Portfolio
Strategic thinking. Making sense of your brand’s position and solving its challenges takes strategic thinking, ingenious solutions and precise timing. Not even great creative is enough unless buyers see it. Case Studies
Company Culture. Easy communication. A collaborative spirit. A sense of fun. A good fit. Ask yourself, “Do I like these people? Can we work together well?” If you can’t talk, the relationship won’t last. Staff
Reliable Execution. Great ideas are fabulous, but execution, on time and with finesse, is golden. Look for energy, focus and thoughtful processes. Ask how well deadlines are met and how billing is managed.
Solid Reputation. From marketing research and annual budgets to creative solutions, it’s much easier when you can rely on your agency. Look for connections in the professional and business communities, financial stability and longevity in client relationships.
Think of all that’s at stake: brand decisions, company reputation and the awareness and interest of buyers. Look for fresh design and messaging that engages the target market. If the work is alive with creativity and case studies demonstrate strategic savvy, it’s time to visit the agency.
Do you come out of that first meeting thrilled with the possibilities? Do they understand where you are and where your brand needs to go? Do they respect your budget and your responsibility to your brand and your company?
For more information.
To learn more about agency searches, including stipends for spec work, writing RFPs, and prepping yourself or your team for a search, see the 4As/ANA sites, or ask us for helpful websites.