Just about every day, someone asks us how we judge a marketing agency's relative quality and appropriateness to client briefs.

And while, of course, we take account of the obvious aspects (geography, size, industry experience, culture fit, personal passion-points, results for similar clients), we also read heaps of objective material and reports on aspects to consider.

What you should be looking for (or aspiring to be!) in a marketing agency

A recent ISBA presentation by Aprail, a client/agency relationship expert, suggests a few good points to consider. They suggest successful marketing agencies display the following characteristics:

• run the agency as a business
• have an effective, differentiated product
• are in business to create value for their clients
• are results orientated
• confident of their proven ability/value
• run their business with professionalism and integrity
• have defined and disciplined creative and business processes”

These points definitely resonate with us… especially the second to last point. Professionalism and integrity go a long way toward helping client/agency relationships succeed.

Which markers do you feel differentiate the best communications and marketing agencies from others? If you feel that your marketing agency meets the above criteria, but haven’t yet submitted to our database, get registering now! Or, if you’re looking for a marketing agency, we’d be delighted to assist.