Whether your company is seeking to hire an agency to supplement the efforts of your in-house marketing team or you need access to a full suite of services to launch your next campaign, the first step is to vet all potential agency partners. If you are a senior executive who is not as familiar with the marketing, advertising and public relations space as you would like to be, deciding which option to go with can pose challenges.
The members of Forbes Agency Council are accustomed to providing examples of past work and references from happy clients to win the business of new prospects. What else do company decision makers need to know before they can confidently settle on the best agency partner for their business? Here, 10 members share the questions they recommend companies ask all prospective agency partners to ensure they find the right fit for their particular needs.
Forbes Agency Council members share questions companies should ask all prospective agency partners.
Photos courtesy of the individual members.
1. ‘How does your team report on success?’
During your first call with a prospective agency partner, you should be asking how their team reports on success. A partner should never put you in a position where you’re struggling to prove the return on investment of the relationship to your executive team. Ask for examples of their reporting structure for even more peace of mind when you sign that final contract. – Heather Kelly, Next PR
2. ‘Can you show us examples of results you have achieved?’
If the agency can’t talk about results or provide proof of having achieved results, be wary. In addition, if you don’t understand what they are doing or why they are doing it, back away. The best agencies have proven methodologies and can talk through and show examples of results they have achieved for their clients. Don’t assume a high price means better results. – Jason Wilson, Strategy, LLC
3. ‘Do you know how to tailor your services to my company’s needs?’
Your company has different goals and different clientele than other companies. Can their services accommodate this instead of using a one-size-fits-all approach? Ask them to describe some of the services they have that they would recommend for your company and explain how they would be useful to you. – George Arabian, NVISION
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4. ‘How will you ensure an efficient approval process?’
What is the process and/or meeting cadence that their agency uses to ensure that your company is approving creative/strategy in a synergistic and efficient manner? Understanding the time commitment the agency requires is important, as the success of the campaign will rely on feedback and approvals. If the prospective agency partner cannot answer this succinctly, then they do not have a clear process and it is best to move on. – Nicholas Kraus, Kraus Marketing
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5. ‘What makes you different from all the other agencies?’
The most important question to ask is, “What makes you different from all the other agencies out there?” followed quickly by, “How do you differentiate against your top three competitors?” Listen for a confident, convicted answer. If the agency owner and/or agency spokesperson is not enthusiastically “sold on themselves” and the service their firm delivers, then you shouldn’t be either. – Marie Swift, Impact Communications, Inc.
6. ‘How will your team learn the business?’
This is the real question: Is your agency partner handing a team of kids fresh out of portfolio school a brief, or are they immersing the team in the business through intense onboarding, ethnographic research or something else? And then, who’s doing the research—a strategy team you’ll never see again, or a core group of people working on the business? – John Geletka, Geletka+
7. ‘Will we retain ownership of all our data?’
Will you own, retain and have access to all of your account data during and after your contract with the agency that you’re considering? This is vitally important to ensure not only that your team is receiving the transparency they need but also that they won’t lose any historical or campaign data such as analytics and paid ad accounts. If you can’t get this guarantee from the agency, don’t sign. – Bernard May, National Positions
8. ‘What software, tools and databases do you subscribe to?’
Anyone evaluating a new PR agency needs to ask, “What software, tools and databases does your agency subscribe to?” With the volume of media coverage that needs to be analyzed, the competition for editorial coverage and the need for speed, an agency needs the right tools in place in order for it to be able to get you ahead of the competition. – Richard Cook, Champion Communications Ltd.
9. ‘How would you solve the problem we are facing?’
Prospective clients need to know about the agency’s process and experience in solving similar problems. Asking this question presents an opportunity for the agency to showcase its people, depth of related experience, methodology, previous client work, testimonials and results. – Jim Heininger, Dixon|James & Rebranding Experts
10. ‘Do you have any experience with my industry?’
Working with an agency that is familiar with your industry will reduce the time needed to research and strategize, which will reduce the time needed to eventually launch your campaign. On the other hand, hiring an agency with no familiarity with your industry could provide a fresh outsider’s perspective that could reenergize your campaign. – Adam Binder, Creative Click Media
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Author: Expert Panel®, Forbes Councils Member
