How to search for a marketing communications agency

So you're looking for an agency. And it's undoubtedly for one of two reasons: You're either unsatisfied with your current agency or you've never worked with an agency and have decided you need one.

There are a number of options related to your agency search do you need an advertising agency, a public relations firm or a full service, marketing communications firm?

I would argue that until you identify what you're trying to achieve and who you need to reach, that to predetermine the tactical approach (e.g. advertising vs. public relations vs. digital) is premature. A full-service marketing communications firm will help you determine those marketing goals and objectives, define your target markets, develop your messaging and ultimately recommend the best tools to reach your markets with your message.

For purposes of this article, I'll assume you have not worked with an agency before. How-ever, all of these points should be applicable to those seeking a new agency relationship as well.

Let's start with how you even determine which agencies to reach out to?

* Doing an online search is a good beginning. You can get a sense of agencies, the services they provide and the work they do.

* Ask people you know who they use or recommend and why.

* Observe advertising or other marketing communications initiatives and find out who is responsible for the work.

Once you have determined a list of agencies you would like to talk to, make sure you have your own house in order in terms of embarking on an agency relationship:

* Have you established a point of contact in your firm with whom the agency will work? This should ideally be someone with bona fide marketing experience or possibly the chief executive officer, but certainly not the head of human resources or the chief financial officer. It should be someone who is able to interface with the agency at a strategic level, establishing marketing goals and objectives from which the agency can then do its work.

* Have you established a budget for your marketing? Even though your agency should play an integral role in determining how your budget should be spent, you need to make a commitment to a number. If you have never allocated dollars for marketing, you know you have a number in your gut. Be willing to share that with prospective agencies as it will help them determine if they are the right fit for you based on your budget.

Now you're ready to interview agencies! Here are some points to consider in order to get a good understanding of an agency's capabilities and experience:

1. Ask for basic information about the agency such as their history, how long they've been in business, what services they provide, how they bill, etc. Also ask for some proof of their financial integrity, whether that is through bank or vendor references.

2. Ask for examples of work they have done for clients that have similar needs. I don't necessarily mean experience in your industry category either, but rather ask them to provide case studies that will demonstrate how they think, how they strategically approached a problem, what the ultimate execution was and, most importantly, what were the results?

3. Don't ask agencies to do speculative creative work. This becomes a "beauty contest" which can prove to be a mistake in the long run. If you subscribe to the fact that your agency will be your marketing partner, and that together you should work to establish marketing communications goals and objectives and ultimately determine strategic and tactical executions to achieve those goals, asking someone to speculate on what a solution should be during the agency selection process is just that speculation. Whatever is presented will be guesswork at best and not the best way to judge an agency.

4. Has the prospective agency done their homework on you and your competition? This not only shows interest in your company and your account, but demonstrates a level of diligence you should expect from your agency.

5. Ask for and check client and vendor and media references. For example, you should call members of the media and find out if the agency pays their bills on time or how they are to work with. You'll want to ask clients how responsive the agency is to their needs, are they proactive in bringing ideas to the client, what are they like to work with, how good are they at managing budgets and timelines, etc?

6. And finally, make sure the chemistry feels right. You need to picture yourself working with the people at the agency, so you need to get a sense of the chemistry you'll have with them. Be sure to ask who from the presentation team will work on your account and who your day-to-day contact will be.

Once you've decided on your agency, here are a few things to think about to make your new agency relationship a good one:

1. Treat your agency as your marketing partner, not a vendor.

2. Share everything you can with the agency regarding your business it will help them help you.

3. Trust them to do what they do best don't knit pick or art direct. The agency should be presenting marketing communications solutions that are based on a solid foundation of research and strategy and then presenting several solutions from which to choose.

4. If you have a concern with your agency, tell them and then give them the opportunity to change or improve. There is nothing worse than being fired and never knowing there was a problem.

5. Remember that an agency is running a business just as you are, and they are entitled to fair compensation. So negotiate a compensation agreement that is mutually acceptable - one that provides the agency with fair compensation based on the services they will provide and where you, as the client, feel you're receiving value for the money you're spending on marketing.

There are many fine marketing communications firms right here in northern Nevada. If you follow a diligent selection process you're sure to find an agency that will be a good fit for you and your needs. Good luck!

Valerie Glenn is chief executive officer and principal of The Glenn Group. Contact her through theglenngroup.com.