Charlotte Advertising Agency

I’ve worked at various advertising agencies for over 15 years. And while the settings, specialities and times have changed, when it comes to client/ agency relationships there are many truths that seem to hold true over time. So if you are in the hunt for a new advertising agency or are considering hiring one for the first time, please allow me to offer you a few pointers.

1. Understand and make a list of what you are looking for in an agency. Media buying? Ad development? Marketing strategy? Annual planning? Logo design? Copywriting? Web site development? Social media consulting? In Charlotte, NC for example, there are hundreds of small to mid-size agencies offering a variety of services. Making certain the companies you are considering offer the full gamut services for your needs will help you whittle down your list quickly.
2. Ask around about agencies among friends and colleagues. Agencies like other businesses cultivate reputations. Listen to what others have to say and then make a short list of agencies for further investigation.
3. Review the agencies web sites. You’ll likely find samples of their work posted on there as well as glimpse into their personalities. If they do not have a web site, move on. They either aren’t very established or they are poor marketers of themselves. Either way, the outlook is not good.
4. Once you have a short list of prospective agencies in hand, call first. Ask to speak to someone who handles new business for the agency. Ask questions about their experience in your industry and their interest in taking on new business. Set up a time to meet them at their office. You’ll learn a lot by just walking in the door.
5. Write down your questions for the agency in advance of your meeting. Ask which services are performed in-house and which are outsourced. It is not unusual at all for small agencies to outsource functions they no longer deem cost-effective to have on staff. However, it is important for you to know this upfront. Outsourcing will affect cost, turn-times and potentially quality control.
6. Give an agency points for being prepared for meeting with you by having completed a little homework about your company and industry prior to sitting down at the table. This shows interest as well as diligence. Deduct points for every time they mention awards that they have won instead of ways they have made their clients profitable. Profits are results-driven. Awards are ego-driven.
7. Ask about client retention. How long have they worked with their current clients? Though some client turnover is inevitable, satisfied clients stick around. It’s a good sign to see long-term relationships in place.
8. Be prepared to talk about your budget. You do not want the Porsche sales pitch if you are budgeting for a Corolla. If the agency you are talking to can’t work within your budget, it’s a deal breaker. Clients tend to want to keep budgets a secret. I’m told this is because they feel like they lose negotiating power with the agency if they show their cards. I say if you don’t trust the people at the table enough to share a realistic range,  you are sitting in the wrong agency.
9. Ask about the specific people who will likely work on your account if you choose their agency. This is important because many agencies bring their “A team” to the pitch meeting while assigning the actual day to day work to less experiences employees. Ask to meet the people who you will work with directly.
10. Trust your gut. Do you trust these people? Do you like them? Do they listen as much or more than they talk? These things matter. You will spend many hours working with these folks. If you didn’t like them in the first place, imagine how you’ll feel after a few months of sometimes stressful collaboration.

At Mindstorm Communcations, we’ve learned that the right client/agency fit is essential to mutual success and a long-term relationship. A great client/agency relationship is one that will produce good work and profit on both sides of the fence.