What Marketing Directors Should Look For When Choosing An Agency

Whether your company is looking to create a TV advert for a new product, you feel like a bit of a rebrand complete with shiny new logo is in order, or just you just want a bit of help piecing together some copy for the blog. Deciding on the right agency to work with is rarely an easy choice. 

After all, the very thing creative agencies are there to do is to help brands understand, and engage with their audiences. It only stands to reason then, that these agencies are all pretty adept at utilising their skills to gain new business.

So with all the smoke and mirrors an agency could employ to impress you, just how can you be sure exactly which agency is best for you?  Obviously, the right answer would be to just get in touch with Vivid (we’re really not biased we promise…) but if you want to play the field a bit, here’s some things to look out for: 

 

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They don’t rest on their laurels

This is common among many of the larger agencies. Rather than pitching with enthusiasm and zeal about what they could do for you, they will instead talk about what they have done for others. 

While it’s an impressive boast to mention to your colleagues that one particular agency has previously worked with the big dogs like Coca-Cola or Virgin, that does not mean they are the de facto best fit for you. You don’t even know if that this particular agency was retired from its previous accounts for failing to deliver. 

Like  when interviewing a prospective employee, it’s good to know an agency has relevant experience in the field you operate in, this should not be the sole factor that you base your decision on.

Give all the agencies a chance when they pitch and really listen to what they propose they could do for you. 

 

A diverse team

It's all too easy to find yourself reassured by the assumed experience of a team of old industry veterans, or seduced by the trendy charms of a group of youngsters. It's better to  look out for agencies that offer a mixed bag of people with a wide range of ages and backgrounds. 

Team diversity is the secret ingredient when it comes generating original ideas that will really help your company flourish.

 

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You’ve got chemistry 

Ok, it’s all very good to have found an agency that you think will be able to help you generate the vital content you need to gain a competitive edge, but if you’d cross the road to avoid their account manager on your lunch break it’s just not going to work out well. 

Getting on with the team you’re going to be work with isn’t just an added bonus, they’ll work harder for you, you’ll be more confident in telling them what it is you’re looking for, and if you really hate something they produce, you'll be better prepared to tell them exactly what’s wrong with it. 

 

You have some shared values 

Now this one seems like a given, but it can easily be forgotten in all the noise and haste that surrounds a business when it’s looking for a new agency. Forming an alliance with a business that shares common values and ethics to yours, is more likely to result in a successful and long lasting relationship. 

If you’re a green consultancy you’re unlikely to want to work with an agency, that doesn’t even have a recycling bin. 

 

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They’re multi-talented

Ok, so there is much to be said about it being “better to do one thing well, than ten things poorly” but lets be frank, it’s even better to do ten things brilliantly than one well. There’s a vast sea of agencies out there who might make great print, digital, or video content. Having an agency that’s a bit of a Swiss army knife when it comes to what they offer gives to the versatility to mix up exactly what your content output is, after all convergence is the name of the game these days.

It’s also going to save you money, even if you think you only want to work on one channel. If you one day decide to try a new medium you’re not going to have to scour the earth looking for agencies all over again.