Estimated reading time: 2 minutes, 45 seconds

Demand for ad agencies have increased year over year as companies opt to have agencies create content. Either employees don’t have the bandwidth to take on more work or a business doesn’t have enough capital to hire employees as needed. Whatever the reason is, ad agencies can help an organization from the planning stage all of the way to execution – staying on brand and within budget.

Thinking of hiring an ad agency for create content? Here a few factors that any company should think about before signing on the dotted line.

Don’t Go with the First Pitch

It’s crucial that the agency you hire understands your brand. If they don’t, your advertisements will constantly be off brand regardless of how much time and effort the agency puts in. Instead of going with the first agency that you interview – research three different companies and settle on the one that will help you accomplish your goals.  

Ask for Examples!

The ad agency may understand your brand but can they follow through and create polished content that will increase your metrics? The best way to choose the correct agency is to ask for examples of their work. It’s not enough to look at the finished product. Ask what the customer’s goal was and set backs that may have occurred during the process. This will give you an idea of the creative team’s thought process and how they handle less-than optimal situations.

Don’t Try to Haggle When it Comes to the Cost

Negotiation is always expected when a contract is in play – but it’s important that you don’t take advantage of the agency. If you want to go with the cheapest agency- by all means do so – but don’t expect stellar results.

Be Upfront with What You Want

Before the agency begins work agree on a To-Do List – or a list of projects you’d like to accomplish in a certain period of time, be honest about which project you need done first, second, and third so they can prioritize.  It’s OK if your priorities change half-way through the project. Agencies are used to it. The sooner you tell them – the sooner they have to accomplish your project on time and under budget.

You May Not Like a Finished Product

And that’s OK! While ad agencies can save the day on large projects that an employee doesn’t have the bandwidth to accomplish – they are not in fact mind readers. Be prepared for projects that you may just not like. Maybe the social media ad is weak or the content isn’t as robust as you thought it would be. Most agencies want to create content that their clients love so telling them that you want something changed or re-written is to be expected.

Learn From the Set Backs

There will be set backs. It’s inevitable. The key is to learn from these mishaps to ensure that they don’t happen again. To do this both you and the agency must be honest with each other.

By following these guidelines you can ensure that you will have a healthy and productive relationship with your ad agency. Remember – be honest; ask questions; and expect some bumps along the way!

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Danielle Loughnane

Danielle Loughnane earned her B.F.A. in Creative Writing from Emerson College and has currently been working in the data science field since 2015. She is the author of a comic book entitled, “The Superhighs” and wrote a blog from 2011-2015 about working in the restaurant industry called, "Sir I Think You've Had Too Much.” In her spare time she likes reading graphic novels and snuggling with her dogs.

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