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Published July 19, 2018

Picking the right ad agency that understands your brand and knows how to showcase your products to the desired audience is crucial to marketing success. It should be able to see your company’s vision and seamlessly deliver your ideas, the way you envision them.

Here’s a simple guide that will help you decide which agency suits your requirements:

Services

Ad agencies differ based on the services they provide. Some may specialise in digital advertising while others may be experts at creating TV and radio jingles. Certain ad agencies also offer end-to-end branding and marketing solutions. On the other hand, if all you require are a few print ads, you can consider a freelance graphic designer and content writer to get the job done.

Pricing

You need to pick the agency that fits in your budget. If you think a large, well-established agency would be best, you need to make sure their services fit in your desired price range. You can either opt for an extensive plan with a small company or go for fewer services with a more prominent one. Remember, some large agencies may reserve their best talent for high-profile clients.

Local vs. International

With the advancement of communication tools and solutions, connecting with overseas agencies has become simple. You can get on a conference call or drop an email to communicate with your ad agency in real time. However, if you think you need an agency that is located in your target geography, then you can pick one working out of that specific location.

Samples

Once you’ve narrowed down a couple of agencies, request for work samples and review them. Look for the work they’ve done for clients in the same industry, as that will help you gauge their domain expertise. You may also visit the agency office to take a look at how it functions and how the employees work together.

While the above steps will help you figure out which ad agency is right for your business, you still need to be careful while taking the big leap. Here are a few additional tips to help you make the right decision.

  • Meet the person who will lead your campaign as well as those who will be your point of contacts during the engagement. You should be comfortable working with them, and they should be aligned with your business goals and needs.
  • Find out how the agency answers scalability issues. If they can deliver what you need while managing to scale up or down at the same time, then they will be the perfect match for your organisation.
  • Ascertain whether they can advertise themselves efficiently. Look at their own marketing campaigns across online and offline spaces.
  • Consider a full-service marketing agency for all your branding and promotions. Ultimately, having a single partner to create 360-degree marketing campaigns for you makes sense in the long run.

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