A Cheat Sheet for Choosing a Marketing Agency


Choosing a marketing agency is a crucial step in any marketing plan. Whether you’re looking for assistance with strategy, creative, production, or all of the above, you need a trusted partner who can understand your objectives, work collaboratively, and deliver results on time and under budget. You’re looking for an experienced, hardworking, and creative team, but there’s more to consider when finding your perfect fit.

    It’s important to meet with the prospective agency team to determine whether their culture is the right fit for you and your brand. An agency that shares its energy and excitement is likely to be proactive and dedicated to your project. Spend time with them to determine whether there is enough chemistry to bring your vision to life.


    Keep an open mind when it comes to your agency’s location. Don’t feel limited to the agencies available in your immediate area. Remember that most agencies are well-equipped to work with you at a distance, and can travel for pitches, site visits, and activations. If your perfect agency match is located thousands of miles away, it may be worth the extra travel to bring them aboard.


    Strong teams are composed of individuals from backgrounds and cultures, with different experiences and strengths. A combination of different perspectives fosters a greater breadth of creative ideas. If diversity is important to you, and it should be, seek out an agency that mirrors those values. Diverse teams can offer more insight and innovation for your project.


    A great agency will be as willing to discuss their failures as they are their wins. Ask what risks they’ve taken, what mistakes they’ve made, and what they’ve learned in the process. Often the answers can tell you more about their creative thinking and problem solving than hearing about their greatest accomplishments.


    The best agencies don’t just work toward your immediate goals, but understand and undertake your brand’s mission as their own. A great agency has an authentic connection to your brand, positioning themselves as an extended part of the greater team. They understand where you are heading long term, and can bring fresh ideas and diverse thinking to the table to help you get there.

Other things you might consider (but use your one word naming technique above)

  • Knowledge of their brand/business/industry

  • Creativity

  • Ability to understand metrics and use data insightfully

  • Strategic

Dawn Snodgrass