A journalist by training, I still love interviewing people. Today, these come in the form of conversations with business and nonprofit leaders who come to me either for friendly advice or as prospective clients on the hunt for a new creative partner.
So many of these execs are really sharp and understand more than the basics of marketing and comms today. But still many have admitted to me that they were spellbound by bad actors at agencies who promised big things ahead, or became dazzled and distracted with shiny objects (read: buzzy tech or a hot new platform), only to find that they never met any goals or moved the needle for their brand.
This is SUCH a common challenge.
Because the truth is, hiring the right agency is hard. If you're starting a review process in 2025 or just beginning your search for the right creative partner, here are my top tips – five things to know about working with agencies – drawn from hundreds of conversations.
✔️ Swagger ≠ skill.
Some (er, many) agencies focus outsized effort on business development, and may really turn on the charm during the formal pitch. But that razzle dazzle may quickly fade once you sign. Be sure to learn more about how they work, the service and support they provide, and who will be on YOUR day-to-day team.
✔️ Certainty doesn't guarantee credibility.
An agency that promises big stuff – like, for example, that they'll make your social media go viral – may not be so trustworthy. Proceed with caution.
✔️ Asking for spec work isn't standard – or kind.
If, before you sign, an agency readily volunteers to show you a campaign that they've come up with to support your brand, chances are they already had the creative and concepts sitting around unused from a brainstorm session or a previous client project in your category. Pro tip: Asking agencies to do "sample" work or deliver fully cooked concepts for free will create bad feelings and weird dynamics from the start. As a rule, my team at Bond politely declines any new business opportunities that include a request for it.
✔️ Impactful social media costs money. (Really it does!)
Beware of agencies that sell cheap social packages. These are often meant to just get you on a platform or two, but chances are they won't ladder back to your goals or brand strategy.
✔️ PR and brand marketing don't generate immediate results.
They're incredibly valuable but it's important to note that these are long game activities. And it's a mistake to tie either to metrics like product sales or web traffic. PR and marketing are in a different category than advertising, and should be treated that way.
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