There are over 25,000 creative agencies in the UK today. That's a heck of a lot of choice and it can be tricky to work out which agency might be for you. Is it better to work with a big or small agency? A specialist or a generalist? Where on earth do you start? We'll answer those questions and more in this guide on finding the perfect creative agency for you.
What sort of deal are you looking for?
Sometimes you are looking for a long term partnership - an agency that will be there for you across the years. Other times you're looking for a specific skillset for a particular task. Think about whether you want to break a new agency in with a smaller piece of work, or whether it's time to go for the jugular with a big project. Once you've got that in mind, you can start choosing your agency partner.
Local or remote?
Not that long ago, research suggested that about half of all clients prefer working with an agency they can easily visit. But the tide is shifting on location. According to DBA research, almost 90% of clients now say location is not a key consideration in agency choice. That shouldn't be a surprise these days, since remote working is a part of the furniture. As a result, the restriction of finding an agency within driving distance is a lot less of a concern. True, if you’re the sort of person who prefers face-to-face meetings, this may not be for you. But for the 90% open to all options, there are great opportunities to discover agencies outside your local area.
Big or small?
Big agencies often have access to a high quality pool of diverse talent and plenty of resources. But big agencies can be quite corporate, and many clients complain of being shunted off to a B-team of junior staff once work starts. There is also sometimes a sense that big agencies have an uninspired template that they stick to. Smaller agencies meanwhile are less likely to follow the same path on 2 projects. This can be a pro or a con. But a definite pro is that they can offer a much more consistent and personal touch in comparison. This promotes a deep focus on what matters - the work. They also tend to be less tied to corporate structures so can often be flexible around your demands. That said, smaller agency resources can get stretched, sometimes to the point of overwhelm. Smaller agencies are also prone to not having robust systems and processes in place.
Compile a shortlist
When making a list of contenders, make sure you reach out to people for recommendations. Online searches are the go-to method, but it’s likely that friends, family and colleagues will have some suggestions. We tend to see shortlists ranging from 4-8 agencies depending on the how much time you might have.
Review websites
Agency websites are the shop window for creative agencies. So read between the lines. Is the agency big or small, corporate or friendly? Can you find info about the leaders and key personnel at the company? Are they an indie or part of a group? Design portfolios are a must for creative agencies. After all, how can a potential client hire an agency without having seen any previous work? Take a good look at their creative style, industry experience, and how their specific expertise has been used on real projects.
Go beyond the basics
Now you can look into some other key questions. All agencies have a process, a set of services and they'll offer their own version of creativity. But creativity alone is not enough. Creating great marketing materials takes a strategic approach, the ability to plan campaigns, and a solid understanding of business. Does your agency only product pretty pictures or do they solve business problems? Do they have good project management and the ability to deliver the goods on a practical level? Agencies are best deployed when they understand the ‘why’ before the ‘what’. Heck, they might even be able to help you create a marketing plan if they're really clued up.
Chemistry
The most common reason we hear for choosing one agency over another is "they just got it." While you should go through a full process to find out the ideal agency for you, the gut test is still important. Working with an agency will often mean working together for long periods of time. And that won't always be positive. Projects will be challenging, things go wrong from time to time. So ask yourself "are these the sort of people I could rely on to keep cool when things don't work out?" That's the sort of agency that will uncover every rock to make sure that things are right - and will pull out the stops when things go wrong.
Does the agency have to work in your sector?
We get asked a lot about whether we have experience in a specific sector, which we're guessing is a pretty common question in any new client-agency relationship. We totally understand why you would want that. But there's a good reason to ignore this when seeking out your next agency. One of the biggest benefits from any new agency is they will look at your problem in a new way. Most agencies swot up on any sector they're about to work in - and they learn fast. So don't be put off by an agency who you have great chemistry with, but that hasn't done work in your sector. Agencies bring a fresh look at your problems and challenges based on all the work they've done for other businesses. An unbiased look at your marketing can often create space for new ideas that might be the step forward you need.
Take the plunge
Although you’ll be looking out for an agency that understands your project and goals, the agency you hire should be the one that you feel comfortable working with and putting your trust in. One small project can form the basis of a bigger long-lasting relationship. Make the right choice and this could be the beginning of a beautiful friendship...
