4. The right ad agency
There are hundreds of advertising agencies out there—specialised or full service; creative, strategic or both; small or big; below-the-line, above-the-line or through-the-line; interactive, local, global, award-winning and run-of-the-mill. It can be confusing to find out which is the right agency if you are a client, and it always helps to apply some criteria as the first filter before you decide whom to invite to pitch.
What have they done before? Do you like their work? Which clients have they worked for? Are they reputable in the industry? Do they have a reputation for being difficult or too award-focused? Feel free to check with their existing clients. Also, does the agency have experience in your ...