It 
is a very difficult task for brands to choose a new marketing agency. There are lots of promises - and just like prom night - everyone is looking their best. But once the decision is made, reality sets in.
You thought you knew what you were getting, but then the estimates change, timelines extend and the people you thought were going to work on the project and no longer available. Make sure you get the truth before you sign the contract.
So how do you avoid making the wrong decision and ensuring you get the truth upfront before you hire an agency? Here are three suggestions that can save you the headaches later on:
1. Process. Process is key. Great ideas are magic, but creating them is a science. Can your agency clearly show their process and demonstrate its value? How do they manage you through this? What are the key milestones and deliverables.
2. Impact. Impact on your business. Cool ideas that don't increase revenue aren't really cool? How do they plan on measuring the results? Does your agency talk about ROI?
3. People. People create and execute ideas. Who is really working on your project?
Given the importance of your unified marketing strategy, not to mention the financial and resource investment, it is essential you spend the time upfront to ensure the both you and your agency understand the rules of engagement. You should have clear project definition and criteria for evaluating success.
This will manage expectations for all parties involved, reduce cycles spent on dealing with distracting issues but most importantly it will reduce the risks associated with the project and keep you in control.
Sean-Michael Daley is Group Account Director for Definition 6's Dallas Office.
(Image Credit: "How Could You Say No?" by kennymatic)
is a very difficult task for brands to choose a new marketing agency. There are lots of promises - and just like prom night - everyone is looking their best. But once the decision is made, reality sets in. You thought you knew what you were getting, but then the estimates change, timelines extend and the people you thought were going to work on the project and no longer available. Make sure you get the truth before you sign the contract.
So how do you avoid making the wrong decision and ensuring you get the truth upfront before you hire an agency? Here are three suggestions that can save you the headaches later on:
1. Process. Process is key. Great ideas are magic, but creating them is a science. Can your agency clearly show their process and demonstrate its value? How do they manage you through this? What are the key milestones and deliverables.
2. Impact. Impact on your business. Cool ideas that don't increase revenue aren't really cool? How do they plan on measuring the results? Does your agency talk about ROI?
3. People. People create and execute ideas. Who is really working on your project?
Given the importance of your unified marketing strategy, not to mention the financial and resource investment, it is essential you spend the time upfront to ensure the both you and your agency understand the rules of engagement. You should have clear project definition and criteria for evaluating success.
This will manage expectations for all parties involved, reduce cycles spent on dealing with distracting issues but most importantly it will reduce the risks associated with the project and keep you in control.
Sean-Michael Daley is Group Account Director for Definition 6's Dallas Office.
(Image Credit: "How Could You Say No?" by kennymatic)
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