A best practice guide to selecting an agency
Finding an Agency is designed to aid the agency selection process. This is a fairly detailed guide that outlines the valuable processes to go through and questions to ask when considering working with an agency or agencies. The contents page will help you quickly find the section most relevant to your needs and gives a handy overview of all the angles covered. It offers help and guidance for marketers who already work with an agency (or agencies) and for those who may have less experience. The guide also walks through the questions to consider when looking to work with a freelancer or develop an in-house solution to your marketing need (useful for those on smaller budgets). This guide has been developed by the Institute of Practitioners in Advertising, and partner professional bodies ISBA, Marketing Agencies Association (MAA) and PRCA.
The selection and retention of the right agency is critical for a client because of the key role that communications agencies are able to play in promoting the company and its brands, thus enhancing its ultimate profitability. Long-term relationships benefit the health of the brand.