I’m a couple of days late blogging about this article, but Avi Dan, founder-president of Avidan Strategies, a group that facilitates agency-client relationships, wrote a wonderful article titled, “What Matters Most When Selecting an Agency.” And while I’m not an agency, the principles still apply when looking for a strategic, creative marketing partner.
I have to be honest, I’ve never been on the client side of selecting an agency. I can imagine that’s it’s stressful, exciting and exhausting. If you make the right decision, everything changes for the better. But if you choose wrong…well, you know.
That said, I think Avi Dan lays out some things to think about. You should read the full article, but I’ve listed the 10 items to consider below. My particular favorite is #10, which is explained by saying, “Don’t just hire an agency based on its history. Hire its future, its vision.” I’m sure you can guess why.
- Don’t hire an agency. Hire a culture.
- Talent rules.
- Set expectations.
- Decide who are the deciders.
- Avoid a cast of thousands.
- Don’t use the RFP to collect data.
- Don’t restrict your search.
- Don’t choose by brand name alone.
- Don’t choose on price alone.
- Have the right perspective.
So what do you think? Is the list solid? Any you would add or remove?