Thinking About Hiring an Agency? Don’t Make These Mistakes

We’ve all seen the wave of layoffs in big tech over the past few months, many impacting the marketing and communications functions. Having been in the business since before the Great Recession in 2008, I’ve seen the economy on the downswing before. In many cases, organizations that trim back their in-house functions quickly realize that communicating their value proposition clearly and consistently to internal and external stakeholders is a need-to-have, not a nice-to-have, when trying to bounce back. As such, many of these brands look to outside agencies to fill gaps and correct setbacks. 

The agency partner search can be daunting, especially when uncertainty and fast approaching deadlines loom. Here are five of the most common mistakes I’ve seen companies make when approaching agencies — and some advice for doing better next time. 

Don’t Rely Solely on Relationships. In full transparency, my partners and I have been the recipients of new business just by knowing the right people. A college buddy. A former client who’s moved on to a new role. The cousin of your parents’ next door neighbor. Relying on a friend or reference isn’t always the wrong approach, and it is definitely the easiest route, but it won’t necessarily guarantee you will find the right agency (and vice versa). 

Do: Develop a list of criteria you want to see in a partner. Gather a list of references and conduct your own research to formulate top agency prospects and invest time in meeting those who look best on paper. 

Don’t Ask for the Magician to Reveal Her Secrets. It’s understandable; you’re about to make a significant investment in onboarding a new partner and you want to see what they’ve got, so you make multiple agencies jump through multiple hoops. It may start with an RFP and/or pitch presentation. These steps are totally normal and a justifiable expense for an agency that truly wants your business. However, when you require extensive original creative, a strategic plan, access to your media rolodex and more, you’re overstepping. 

Do: Meet the team and ask smart questions. Ask to view case studies and speak with client references. Do your due diligence, but don’t ask potential agencies to give you their smarts, creativity, and expertise for free. It can spoil the relationship when they feel from day one the client is skeptical of their value. 

Don’t Give All the Power to Procurement. No offense to procurement folks, but sourcing raw materials for your supply chain is very different from sourcing a strategic marketing or PR partner. While this is typically the case with large, multinational corporations, I’ve seen companies place the initial search in the wrong hands, ultimately leaving them without enough of the right information – let alone the early relationship with the agency lead – to make the best decision possible. 

Do: Participate in the process from start to finish to ensure you find the right match. After all, you’re the one who will be working side-by-side with them in the good times, and the bad. 

Don’t Skip the Negotiation. In some cases, I’ll have an initial conversation with a potential client and receive an ask for a proposal. After submitting a proposal based on what we know at the time, we’ll simply receive a polite, “We’re going in a different direction,” that is, if we’re not ghosted altogether. From my point of view, a proposal is just that, a proposed approach based on what information we have at the time. If you aren’t willing to have that back and forth, it’s a sign to the agency that you won’t be a collaborative partner. 

Do: Recognize there is room to negotiate. Spend multiple, collaborative discussions with potential partners getting to the heart of your business needs and formulating a scope of work that suits both parties.

Don’t Place Budget Over All Else. Our agency has a working business model that stipulates our hourly rates and standard project and retainer fee structures that is in line with the quality of our services and of fair market value. As a small, independent agency, we have more flexibility than others to get creative with our contracts. That said, I’m surprised when some organizations make their decision on which agency to work with using cost as the singular factor. 

Do: Consider the whole package and your day-to-day experience working with each potential partner. Do you want a partner who brings you smart, creative ideas? Do you want a partner who focuses on results and impact? Do you want a partner who will make you look like a wiz within your organization? Do you want a partner you can trust and enjoy working with each day? If the answer is yes, then look beyond the budget. 

Again, the agency selection process can be daunting and it can seem easier to go with the cheapest or most familiar option, but you could be doing yourself (and the agency) a disservice in the long run. When you engage with potential partners, keep in mind that as much as you are evaluating them, we are evaluating you as well. We all want to work with the right partners to deliver the highest quality and most fulfilling work possible.