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Ask yourself these questions about your current agency...or ask them of any new partner that you speak with. (Self-serving? Alright, maybe...but, after 20 years in this business, we have a pretty good sense of what clients are looking for in an agency.)
- Are they really "integrated"? This means that the traditional and online marketing people actually speak to each other...every day. And that they all work together — we mean literally — in the same building.
- Are they able to turn on a dime and meet any deadline that you throw at them? In our world, the client should never hear the words "no" or "can't."
- Are they focused on solving problems for clients? We know that some agencies have a way of becoming part of the problem.
- Will they let you talk to their clients? You wouldn't hire a new employee without speaking to references...an agency search shouldn't be any different.
- Did they invite you to their offices? Do they have offices at all? Beware of agencies that insist on coming to you every time.
- Can they show you a proven track record of measurable results? After all, results are what you need.
- Are they easy and enjoyable to work with? Never underestimate the importance of decent people.
- Do they have a passion for your business? Do they dig in to understand it? Agency people should live, breathe, and eat this stuff.
- Do they apply their experience from working with other clients? In today's competitive environment, cross-functional thinking brings the greatest results. Your agency should be able to apply its breadth of experience to your particular marketing situation.
- Can they tell you their clients' business objectives for the coming year? Great creative work comes from a true understanding of the business strategy.
Not getting the answers you want? Call Quinnie Wong at 908.879.2169 x410, or email him at .
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