How to hire an ad agency (and feel good about it.)

Hiring an ad agency can be daunting. We’re not clients, but we have learned what makes good client-agency relationships. Here are a few thoughts:

Do you really need an agency? If you have more than a few communications needs outside of your company’s available time or expertise, you may. If you enjoy doing any of this yourself, ask if you’re willing to give it up.

How do you make a short list? First, ask other business owners or marketing directors you know. And chances are you’ve been contacted by media sales representatives – ask them which agencies return their calls. Peruse the local business press. Or do an old-fashioned Google search. If you get a good feeling, call to arrange a meeting at your place or theirs.

What to look for? People who listen and are genuinely curious about your business. They shouldn’t act smarter than you. Turn up your BS meter when they do their spiel. Get a sense of whether they like one another. And most importantly: you should like them. If you think you’d avoid them at a party, take a pass.

Should you hire an ad agency with experience in your category? Yes and no. Experience brings wisdom. But an agency that is new to your category can offer fresh perspectives.

What questions should you ask? Find out who would be working on your business and be sure to meet the key players. Are the senior people pitching your business going to run your account, or will it be handed off to others?

If they show you creative work or case studies, ask when it was done, who did it and if those employees are still there. Your work could end up looking very different than what you see in a credentials presentation.

What should it cost? It really depends on the scope of work and the amount of attention your business needs. Be careful to weigh cost and value with creativity and capability. A good agency will explain how an ideal client/agency relationship works, and how you’ll work together going forward.

The best relationships are based on clear expectations. Here’s hoping you find a match.