How to Select an Ad Agency

A great advertising campaign can transform your company by turning on new audiences and keeping your name in the forefront of their everyday lives. Selecting an ad agency that is in tune with your vision can be an overwhelming task at first, but by asking the right questions and staying involved in the creative process, you can choose an ad agency that is committed to your company's success.

Instructions

Difficulty: Moderately Challenging

1. Write down some key words or ideas about your business that you would like an ad agency to build a campaign around. Send out a request for proposals to multiple ad agencies in you area and request a face-to-face meeting with a select few that catch your attention based on their financial speculations and brainstorms.
2. Focus on the total package that the agencies are offering during the meeting. It's easy to be dazzled by their stellar presentations but there is more to advertising than just aesthetics. The agency you ultimately decide on should understand how your company fits into the marketplace and the various ways they can address each facet of that presence to maximize revenue.
3. Gauge the size of the agency against the size of your company. The larger the company, the less likely your needs will be adequately addressed since their focus will be on more prominent accounts. Select an ad agency that is small enough to make you feel like a priority.
4. Assess their interest in landing an account with you. Before throwing a bunch of creative ideas at you, a good ad agency will have done some background research into your company and be eager to discuss it. It's a good sign if you can sense the enthusiasm emanating from the group.
5. Ask to see their work for other accounts. Be on the lookout for campaigns that are campy or gimmicky in nature. Humor is an important element of advertising but the agency you select should also be able to take a modest position with their clients, too.
6. Have a discussion about your expectations and see how they respond. Constructive criticism is healthy but if you find yourself getting bullied in the meeting, it is time to move on to another prospect.
7. Tour the offices of the agencies you are interested in. See if the staff looks upbeat and excited about their job. Better yet, if you can picture yourself fitting into their work environment, then you will probably develop a healthy (and profitable) working relationship with your team.