How To Choose Your Creative Partner


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.

  1. Don’t hire an agency. Hire a culture.
  2. Talent rules.
  3. Set expectations.
  4. Decide who are the deciders.
  5. Avoid a cast of thousands.
  6. Don’t use the RFP to collect data.
  7. Don’t restrict your search.
  8. Don’t choose by brand name alone.
  9. Don’t choose on price alone.
  10. Have the right perspective.

So what do you think? Is the list solid? Any you would add or remove?

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1 Comment

  1. rick buckle
    October 11, 2010 at 8:07 pm — Reply

    I think the most important thing that the list is telling us is; when choosing an agency to develop your branding, don’t be caught up in “their” branding.

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How To Choose Your Creative Partner