Choosing an advertising agency is a big step. An advertising agency can help shape the future success of your business, therefore it's paramount you make the right choice. Here are 5 quick pointers to send you on your way:
Big is not necessarily best, often smaller advertising agencies provide you with a more personal and creative approach. In fact, choosing an advertising agency that has a glittering array of big named clients could work against your company in the long run. Many advertising agencies are likely to put larger clients first, at the expense of smaller companies. Make sure the advertising agency you choose is excited by the creative challenge your particular business provides and that they want to work for you on an ongoing basis not just for one campaign.
Creativity is key to advertising. Look at some of the agency's prior work to decide whether their particular brand of ideas is what your business needs. A lot of advertising agencies will brag about the awards that they've won - forget them. Listen to the one that talks about how their work has helped build their clients' businesses and how they can help your business.
Choosing an advertising agency is time consuming, so you don't want to have to do that every time you opt for a different medium of advertising. Make sure you choose an advertising agency that can provide full marketing support. Look for an advertising agency that can provide not only press advertising, but outdoor advertising, radio advertising, in house media planning and buying, as well as print, web design and public relations. Make sure the agency has its own design studio. Ask to see some previous brochure and newsletters work.
Ask who will be working on your account, and what the company's account handling structure is. it is important that you build up a relationship with your account manager. They are a key part of your business.
Before committing to an agency make sure you are aware of their creative costs. Different agencies work in different ways. Do they operate on a creative retainer basis? Are there any hidden costs? Management charges?
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