How to choose an agency

There are many ways to choose the right partner for branding, design and marketing. Increasingly, companies conduct interviews, get a feel for the chemistry and study the agency’s references and capabilities before making their choice - creative presentations are becoming rarer. Below we list some of the most relevant criteria. Feel free to use this checklist to shop for a new agency.

Production manager Vibeke Schytte and Director/Brand Executive Manager Peter Mahler Sørensen

1. Chemistry

Will the agency work well with you and other key people in your organisation? Is there a good atmosphere in the agency? What's your gut feeling about its staff? If appropriate, ask former employees of the agency, their clients or even their ex-clients about their experiences with the agency. And ask for references.

2. Tools and processes

How does the agency work? Do they achieve results through unique processes? Do they involve the clients in their work? Do they understand the need to tailor their processes to the customers' individual needs? Can the agency advance your development, or are their processes limited to brainstorming about advertising campaigns?

3. Creative ability

Choose an agency that matches your temperament. Do you have the same ambitions? Talk to the agency about how they define quality. Creativity is about more than advertising. Does the agency have a consistent style, or are their solutions unique for each assignment? Can you imagine any of their solutions matching your style and mood?

4. Strategic ability

Is the agency good at offering sound advice that's candid and not just meant to make you feel comfortable? Do they understand your situation? Ask for samples of their strategic work. Ask for references.

5. Analytical ability

Does the agency work with tests and analysis in the way you expect it to? Do you share the same sense of the importance of this work?

6. Relevant experience

Does the agency have staff with experience in your industry, or who can quickly gain a real understanding of your business and products? Is their experience an advantage or a limitation?

7. Media and marketing

How does the agency work with media? Do they have the same opinions as you about what works? For some agencies, TV is the Holy Grail; for others, it's dialogue marketing.

8. The agency's vision and mission

Do you have the same goals? Is the agency on the right track? Will you help the agency achieve its mission—and vice versa?

9. Administration and production management

What are their work routines like? How will your interaction with the agency function on a daily basis? Do they meet deadlines and stick to budgets? How do they prevent mistakes?

10. Technical expertise

Does the agency have the technology, access to databases, etc., that is required today? Do they have international contacts and resources they can call on as required?

11. Capacity

Does the agency have room for you as a client? Will you be an important client? Will you be so big that the agency will become dependent upon your business? Does the agency have jobs or clients that are just as challenging or visible as yours? Check the client list. Does your company fit?

12. Finances

Is the agency making money? It should, especially if you plan to work with them over the long term. So don't feel shy about asking about their financial health.

13. Special capabilities

Are you looking for a specialty agency or a lead agency? Should the agency be full-service, or would you prefer one with a network of partners who understand how to carry out campaigns and strategies? Can the agency work with other consultants or advisors?