Entrepreneur contributor Andrew Medal calls himself (and his company) the Winston Wolf of digital. Why?
Companies come go to him when they have problems. Just like John Travolta and Samuel L. Jackson in Pulp Fiction, they usually have a messy situation they’re dealing with, and more often than not it’s the result of working with another agency.
Not all creative agencies are created equal. There are different agencies for different objectives.
There are agencies that can help brands come up with and run ad campaigns. But not all advertising agencies offer creative services. Media buying agencies make deals to place existing content on TV or online. PR agencies focus on publicity and news coverage. Promotional agencies can help brands create sweepstakes, coupons and other collateral.
Creative agencies come up with concepts and strategies to help brands develop creative voices and stand out via commercials, print ads, events, online engagement and more. If a creative agency is what you’re seeking, Medal points out a few things to consider:
It’s a Long-term Investment
Think of working with an agency as a long-term investment. If you have a one-time project, like an event flyer, it’s probably best to find an independent vendor such as a graphic design freelancer.
Know Your Company Values, Vision and Mission
It will be your job to help explain your company’s value, vision and mission to your agency partner. Make sure you can clearly articulate these items.
Be Clear with Your Objectives
You don’t have limitless funds, so you’ll want to focus on specific goals such as increasing sales, penetrating new markets and growing your social media reach.
Identify the Right Agency
Figure out your objectives and identify the agency that will be best for your specific goals.
Figure Out Your Budget
Determine your threshold beforehand so that you can clearly articulate your means to your potential partner. This will save you lots of back and forth.
Next, you’ll start looking for the right partner. Here are some things to look for in a partner:
- Experience. Ensure the agency has a track record of the kind of work you need.
- Capabilities. Make sure the agency can execute your objectives.
- Culture. Make sure the agency’s culture aligns with your own.
Once you begin, if the idea or campaign isn’t as successful as you had hoped, don’t panic. Sometimes it takes some trial and error to get in the groove. Work with the agency’s strategy team to evaluate what worked and what didn’t.
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