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Some of y’all keep picking agencies purely on vibes and it shows.

See if this sounds familiar:

You host a whole dog and pony show where agencies trot out their highlight reel of slides designed by some poor Jr. Designer stuck in a closet somewhere. Then you shut your eyes, spin around three times, and choose the presentation with the prettiest pictures.

Or worse - you know of a person who used to work with you and is now a Director of Yadayadayada at an agency and they swear it’s the best place they’ve worked and will do a great job…

Then you get angry when your $500,000 investment falls flat.

Now listen, I’m telling on myself a little bit here. For a long time we were contestants in the slides beauty pageants (we’ve since shifted to a long-form written proposal method that helps us attract the right clients for us).

But, I’ve had enough conversations with remorseful marketers who are losing faith in the agency industry as a whole simply because they followed a flawed process in selecting their agency.

Let’s fix that.

The Big Idea: The Power of a Robust Selection Process

The temptation to rush through the agency selection is TOO strong.

For most of us, picking an agency is yet another task on top of our to-do list. However, investing time and effort in a structured approach pays off in the long run. Together, we'll explore the pitfalls of hasty decisions and provide you with a step-by-step playbook to navigate the agency selection journey.

First, what NOT to do.

Meet Jamie. A Marketing Manager at a Private Educational Institution (PEI for short) who was under pressure to quickly secure an agency for an upcoming campaign. Fueled by the urgency, she miiiight have overlooked a few steps in the selection process.

In her haste, Jamie focused her decision on:

• the agencies' flashy portfolios

• how they presented in the room (or let’s be honest over zoom)

• how creepy their biz dev person seemed compared to the rest

• whether she personally knew anyone on the pitch team

• AND how much money she could save in PEI’s budget by going with agency X.

You could probably guess the result. Unfortunately, it wasn’t until Jamie had signed a contract with agency X that she found out some critical details. Such as:

• agency X didn’t share the same brand values as PEI - this made creative concepting very difficult

• the people she met in the room during the pitch meeting (including her personal contact) weren’t involved in the actual work

There was a reason she got such a steal - the agency had to learn the skills required for the campaign on her dime. The consequences were dire: a misalignment of visions, missed deadlines, and ultimately, a campaign that fell short of expectations.

Jamie’s story serves as a cautionary tale. It's not just about choosing an agency; it's about choosing the right agency that understands your brand's unique needs and can translate them into successful campaigns. Here’s how you can avoid Jamie’s fate.

Strategy: The Step-by-Step Playbook to Agency Selection

Ok, so we’ve been clear on how easy it is to mess up the agency selection process. Here's a step-by-step playbook for getting it right.

Step 1: Define Your Goals

Before scouting for agencies, clearly define your business, brand, and marketing goals. Are you simply growing revenue? Trying to get acquired? Driving holiday sales? Looking to increase brand awareness or launch a new product? Knowing your objectives will help you find an agency with a track record of success in your specific niche.

Step 2: Assess Compatibility

This gets overlooked way too often.

Don't be swayed by flashy presentations alone. EVERYBODY HAS SLIDES. Evaluate potential agencies based on their values, culture, and how well they align with your brand. Can you see yourself working with these people for the long haul? It’s way more important than you’d think.

Step 3: Past Performance Matters

Touching back on track record…request case studies and references!

If an agency doesn’t have them - that’s ok! You may or may not want someone with specific knowledge in your niche, but at least you know where they’re coming from. Most importantly - reach out to the references they send you. Other clients have no reason to lie to you. They’ll give an honest picture of what working with the agency is like.

Step 4: Communication is Key

“Duh.”

But clear and effective communication is non-negotiable. Watch how they relate to your requests and feedback. Do they show up on time? Are they engaged when you speak? DON’T IGNORE RED FLAGS HERE. I’ve been a part of processes that overlooked the communication pieces because the work samples are so good, and I promise…this never works out.

Step 5: Budget Realities

While budget is a crucial factor, it's not just about finding the cheapest (or most expensive) option. It’s crazy to me how subjective pricing can be in our industry. At the end of the day, you’re essentially paying an hourly fee to have the agency’s people work for you.

Break that down and see if you’re comfortable with what the agency is charging you per hour to use their people. Are they worth it? Will the aspirational outcome cover the cost? This is the logic you should use to pick your partner.

Choosing an agency is no easy task.

Even with great processes, there are entire procurement departments that make bad decisions. If you’re reading this and going through an agency selection process; take heart.

The biggest mistake marketers make is going into a selection process thinking they know everything, or with a pre-determined selection in place. The fact you’re curious is a great sign that you’ll make a great choice that will serve your brand well for a long time.

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