MUST HAVE

MUST AVOID

1. Expertise and specialisation
   Choose an agency with proven experience and expertise in your industry so they understand your challenges and can deliver tailored solutions.

Generic approach
Avoid agencies that apply a generic approach that doesn’t account for the nuances of your proposition, your brand or your sector.

2. Proven track record
   Look for case studies, references, and client testimonials that show consistent, reliable results.

Lack of substantiation
Avoid agencies who cannot produce credible evidence of successful work in your sector and aren’t able to share customer success stories/testimonials.

3. Close collaboration
   Your agency should be fully transparent, responsive, and proactive, keeping you informed at every stage and inviting your input to shape outcomes.

Keeping you at arm’s length
Avoid agencies that operate behind closed doors, with minimal updates or limited access, leaving you out of key decisions and reliant on infrequent communication.

4. Creative and innovative
   Find a partner that brings fresh ideas, is in tune with industry trends, and thinks beyond the obvious.

Narrow minded
Avoid agencies that offer little fresh thinking, seem reluctant to consider all options or resistant to try new things.

5. Strategic approach
   A good agency should align their work with your business goals and build a roadmap that supports long-term success.

Short-term approach
Be cautious of agencies focused solely on quick wins rather than your broader business objectives and longer-term sustainable growth.

6. Quality focus
   Prioritise agencies committed to high standards and quality processes, ideally backed by accreditations such as ISO 9001.

Quantity over quality
Avoid agencies that cannot show evidence of robust QA processes or quality accreditations. A cost-per-lead model can also be a sign of a focus on quantity over quality.

7. Transparency in pricing
   Ensure pricing is clear, upfront, and contract terms are fair - no hidden fees or restrictive long-term commitments.

Unclear pricing structure
A complex pricing model suggests a lack of transparency, and possible hidden fees. Also be wary of agencies that tie you into long-term contracts before they have proven their worth.

8. Agile and responsive
   Choose a partner that evolves strategies based on insight, testing, and changing conditions, learning continuously to improve results.

Rigid processes
Avoid agencies with fixed processes, constrained resource, or a reluctance to adjust campaigns in response to new information or poor results.

9. Measurable results
   Any agency should report clearly on KPIs and demonstrate the real impact of their work through detailed reporting and analytics.

Lack of transparency
Be cautious of agencies that are vague on metrics, don’t set clear KPIs, and offer limited reporting.

10. Strong cultural fit
    Beyond capability, choose an agency whose values and culture align naturally with your own.

Misalignment to your values
If the culture of the agency feels out of step with your values, it is unlikely to make for a strong, long-term partnership.