Choosing the right Creative Agency for your brand.
Figuring out if a creative agency is really good at one task or average at many makes a big difference to the end result. Traditionally companies would partner with a large agency with 50+ people who can work on your brand message, advertising, website, social media strategy, marketing plan and much more.
However, during the last 5 years we’ve seen a rise in niche agencies that focus on:
Conversion rate optimisation
Google Ads
App development
Or, position themselves as “we only do animation or CGI photography”
Niching means your agency is exceptional at specific categories, and continues to refine their craft and skills in that area. They might be sub-par in other areas or not offer them at all as a service. It allows small agencies to keep their overheads low while offering an industry-leading service.
What do they specialise in? Are they a jack-of-all-trades, or are they really good at one thing?
Don’t be afraid to ask the question; what is one thing your agency does really well? In fact, it’s vital to the success of your business. You’ll figure out where to hire the best services for each need that must be met for a successful project.
The tradeoff is that you’ll need to hire several small agencies instead of an all-in-one. It means juggling more contacts and ensuring they adhere to your timeline. But it’s well worth it as you’ll enjoy lower costs and top-tier performance across the board.
Do you get along with the owner and agency contact?
Agencies typically assign one person to communicate with you throughout the project. It promotes continuity and efficiency. However, do you like and get on with the person you’re working with? Projects can take 6+ months, so getting along with the appointed contact makes for a smoother experience.
Would you spend time with them outside of a work environment? If not, then the chemistry for the project might be off and you’ll end up not getting the most out of the service. Brainstorming sessions might be subpar and it will take longer to complete the same tasks. We’re not expecting you to get along like best friends, however it is important that you can be around one another for extended periods of time.
Does the agency share your values?
If you’re a technically minded person, then it’s easy to look at the specifications of what an agency can achieve and completely ignore their values. However, their value system could be a bigger contributor to the project outcome.
Here are a few of the values to consider:
Transparency: does the agency openly share its weaknesses as easily as their strengths?
Timeliness: do they have the workforce to complete the project on your timeline and meet deadlines?
Attention to detail: will you need to follow up by pointing out missed detail, or are they thorough?
Customer service: are they eager to provide assistance and go the extra mile when you need help?
Responsibility: when errors are made will the agency hold their hands up and take responsibility?
Autonomy: is the agency competent enough to work without holding their hands along the way?
When things are going well it’s easy for both parties to complete the project with flying colours. However, during the tough times is when you will find out if they are dependable. That’s when you can tell if they have a value system you can count on when your back is up against the wall.
Also, what are their creative ambitions? Do they follow your outlines and complete the minimum, or think out of the box to deliver work that nails the idea.
Do they have a robust or unique process?
Reliability from an agency depends on their processes. Find out how they complete a project from start to finish. Ideally, you agree with their strategies and they align with how you would like the project to unfold.
It’s important to agree on the project stages and how often you should hold meetings to iron out problems. Also, what does the project feedback process look like? Will they go back and make the changes you ask for?
For example, at Creative Resort we have a robust website development process which you can read about here.
Good processes are the backbone of a project and without them you’re leaving things up to chance.
Are they outcome driven?
What kinds of metrics do they use when working on a project? Focusing on KPI’s and creative values that matter to you makes for the best agency. Sharing a common goal means you’re working towards the same outcome.
Don’t be afraid to ask direct questions at the start of the collaboration to find out if you’re a good match. Figuring out if the creative agency is a good choice will avoid problems and potential headaches down the line.