How do you choose a marketing agency?
Short answer
Choose the agency that can show a result for a business like yours, tells you who will do the work, and agrees scope and cost in writing before you start. Avoid long lock-in contracts in the first three months. Ask the eight questions below. A good agency will answer them clearly.
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Eight questions to ask.
- Can you show me two or three clients at a similar stage to mine?
- What result did you deliver, over what period, from what starting point?
- Who will work on my account, and how much of the work is done by senior people?
- What is done by people and what is done by AI?
- What exactly is included each month, in writing?
- Who owns the creative, content and data after we stop?
- How long is the contract, and how do I leave?
- How and when will you report results to me?
Warning signs.
- Results with no starting point or time period.
- A long contract before any proof of fit.
- No named people.
- A scope that is vague or changes during the sales process.
- Guarantees of rankings, sales or growth.
Run a small test first.
A short paid project with agreed measures tells you more than any presentation. Use it to check communication, speed and quality before you commit to a longer contract.
Common questions
How do I compare two agencies fairly?
Ask both the same eight questions and the same brief. Compare scope, named people, evidence of similar work, contract terms and the first 90 days.
What should be in an agency contract?
Scope of work, monthly cost, what is excluded (such as advertising spend), who owns the work and data, the notice period, and how results are reported.