It’s Not About the Medium Anymore…

It’s Not About the Medium Anymore…

How to Choose An Advertising Agency

How to Choose An Advertising Agency

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It doesn’t matter what business you’re in as you grow, eventually you will face the challenge of hiring an advertising agency.

Now, for clarity when I say “advertising agency” I’m also talking about any kind of creative agencies that offer creative marketing services like PR firms or even commercial or video production houses.

Creative People Are Strange People

In the 25+ years I’ve worked as a voice over artist I’ve had the privilege of working with some seriously innovative, imaginative and sometimes strange creative people who were a real inspiration to me. I understand how sometimes these “creative types” can inspire apprehension more often than confidence. But trust me when I say they’re harmless and when you decide on the team to help you get your brand message out there, they will amaze you!

How ‘Spec’ Work Can Help

Spec (speculative) work has become the default decision aide in the quest for an advertising agency to help create and spread your message…while the ethics of doing work for free amongst creative companies has come under question…it will help you see what a prospective advertising agency can do for you and more importantly HOW they do it…how they work together as a team.

Choosing Is About Feeling

Unlike in episodes of Mad Men, or Robin Williams short lived TV series “The Crazy Ones” it’s not always the most creative idea that will win your contract, it’s more about the feeling you get from the team chemistry and how they work together to come up with ideas.

Choose the advertising agency who you see has the ability to produce amazing ideas as a team.

It’s All About (Losing) Control

The Dudley Moore film Crazy People (1990) showed that best…the crazier they were the better they were at generating ideas like “boxy but they’re good” for Volvo [video].

boxy-but-good

So don’t be afraid at what may look like an uncontrollable bunch. Truthfully, if you can control them, telling them what to do, they probably aren’t very good…or that creative.

How To Know For Sure

If they can understand your brand message and communicate it to your audience in a way that generates sales, you’ve found your advertising agency!

Conclusion

Meet with a shortlist of agencies, see what they can do for you and then pick the one who can do what they do, best!

Let me know how your search goes, I’d love to hear back from you and who you chose.

YOU'RE ALMOST THERE!

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