How to choose a new agency or creative consultancy
Key Considerations when seeking external services
Your new project is important. This is your chance to make a real impact. You’re confident your in-house team can do an OK job, but will they really hit it out of the park? Or are they stretched too thin right now? Perhaps, just maybe, you’ll need a little extra help.
Bringing a new agency into your team can be intimidating—like inviting a new roommate into your home or adding someone new to your WhatsApp group! But it can also be the catalyst you need to elevate your ideas, your product, or even your entire company.
So, how do you increase your chances of success? How do you choose the right agency for the job?
Big Considerations Before You Start
Before we dive into the winning traits of your ideal agency partner, it’s important to consider a few big-picture factors. These are things you’ll only learn with experience—often a few years too late! But they’ll guide your search and help ensure you’re fishing in the right pond.
Next, think about what you value most in an agency. Consider this as a series of options. Do you want deep industry expertise, or are you looking for fresh, innovative thinking? Do you prefer a local agency that "knows your culture," or the "best agency in the world" from that pioneering city you've always wanted to visit? Do you value a safe pair of hands with a long track record, or are you more inclined to back raw talent eager for early success? Finally, do you want an agency that blends seamlessly into your team, or one that serves as a creative lightning bolt to drive your company forward?
There’s no one-size-fits-all answer. Any option along the spectrum can work, depending on your needs, company culture, and the specific situation at hand. You just need to be clear about what you're looking for.
How to Choose an Agency: 5 Essential Criteria
Now that you're clear on what you need, it's time to evaluate potential agencies. We recommend speaking to at least three agencies for any new project. This gives you enough options to make an informed decision while avoiding the inefficiencies that can arise from overanalyzing too many choices.
Here are five key characteristics to look for when choosing an agency:
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Do They Get Me and My Business?
- Can they demonstrate an understanding of our brand, culture, and industry?
- Do they care about our goals and purpose as much as we do?
- Have they been recommended or referred for this specific project?
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Can They Show Me the Money?
- Have they considered the commercial impact of our collaboration?
- Do they understand our budget and how to deliver the best value and return on investment?
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Do They Have a ‘Founder’ Mindset?
- Are they willing to go the extra mile to ensure our desired outcomes?
- Do they see the bigger picture and are they prepared to take on roles beyond what was initially agreed upon, if necessary?
- Are they able to set aside personal ambitions for the sake of the project?
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Does Their Team Come First?
- Does the agency founder actively nurture and build a strong team?
- Are you meeting the actual project team, or just the top-level partners?
- Do all members of the agency team give you the same level of confidence?
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Can They Bring Something Extra?
- Does the agency have a unique point of differentiation in an area where we're lacking expertise?
- Do you get the feeling that this partnership will result in something special?
- Can they bring out the best in your wider leadership team, sparking new ideas and actions?
Ready to Choose the Right Agency?
Now that you know how to improve the chances of success, go ahead—take the leap and appoint that perfect new agency! What have you got to lose?
Studiospace is the global marketplace for creative, marketing, and digital services. We connect ambitious brand owners with the specialist independent agency talent they need to achieve their business objectives. Need help writing a brief?, or learn more about the selection and briefing process here.
