The Search for a New Ad Agency

The relationship between an ad agency and your company should be looked at as a partnership. Finding the right partner boils down to a few easy decisions.

1. Consider your role as the client. Do you like to be very hands-on - brainstorming side by side with your agency team, contributing concepts, copy, etc.? Or would you prefer your agency to sell you on concepts and determine the ROI while you play a more passive role? Some agencies work better with passive clients - others work better as a partner for a hands-on client. A good agency will have a history of client relationships similar to the type you are looking for.
2. Can you see yourself in a long-term relationship with your agency team? There is a lot of cost incurred in searching for a new agency - not only in terms of man-hours for your search team, but also in terms of lost momentum in your marketing plan. Look for a agency that has great chemistry with you and has a track record of long-term relationships with their clients.
3. Is a single agency right for you? Depending on your market, you may need multiple agencies - each with specific niche experience that will help you get closer to your audience. For example, if you have several communities in a primarily Spanish speaking area - you may want to hire a company with significant experience with Latinos to work with your branding agency. Together, they can make the most of their assets and get the best results for your company!
Most importantly, don’t hang your entire decision on creative. There are dozens of agencies around Atlanta that have provided great creative for other clients. That doesn’t amount to a hill of beans if YOU can’t work with them. Find an agency that is a great partner focused on your company’s success and great, award-winning creative will come naturally.