Articles & Whitepapers

Three Red Flags When Shopping for Creative

02/01/2009

By Jonathan Fisher, CEO

Looking for that next creative, competent brand agency partnership that will take you to the next level? Not sure you’re getting the best value from your existing firm? How do you know?

Watch for these three red flags when evaluating the way an agency does business:

1. They deliver only what you request.

The studio that never questions or nurtures an initiative in its entirety isn’t delivering top value. Even if you’ve been with the firm for years, you should be getting:

• Objective and informed opinions; unafraid to challenge as necessary

• Multiple options

• Improvements over current processes or performance

• Fresh ideas and approaches

• Foresight and market observation

Frankly, if you’re not a little worn out by all the brilliant strategic ideas they present, you should shop around.

Let’s assume you are receiving consistent collateral, design standards and individual campaigns that work. Great! — but who is helping you see the big picture? Your agency should have its finger on the pulse of your brand promise, industry trends, competitor activity and market perception at every customer touchpoint in the marketplace. Don’t settle for an agency always in response mode; demand proactive thinking. The biggest mistake we see other firms make is rolling out a program someone else is already using.

2. They don’t have clear checks and balances.

A good agency will go out of its way to manage expectations correctly. This means telling you not just what they’re going to do, but how you’ll work together. From initial discovery to change management to standardizing the language you’re using to talk about the project —look for an agency with a clear-cut communication methodology.

Dig deep about their team. How often has it changed in the last year? Do they lay people off every time they lose an account? Do senior staff members attend meetings once a year and then disappear? What is the experience level of those who will be involved in work on your behalf?

3. They take your business for granted.

Many studios will stop trying at some point. Perhaps you shot down the smart idea one too many times, or love to make constant changes on the smallest of details to the point they feel exhausted. We work hard to ensure that our teams stay fresh and invigorated. Can you say the same for you current team?

Keep your eye out for these three red flags, and you’ll get the most out of your firm or know when to shop around.

Jonathan Fisher is the CEO of BrandExtract, an integrated branding and communications firm that guides growing companies by providing strategic branding solutions, marketing communications, advertising, print and interactive services.

For more on evaluating agency performance, contact Jonathan Fisher or Bo Bothe at 713-942-7959.