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What to Look For in a Creative Agency

Communication is predicated on what can be shared so alignment between your agency, your brand and your customers is absolutely key.

What to Look For in a Creative Agency

Posted Monday March 02nd, 2015 by in Analysis + Strategy.

There’s nothing we love more than a comprehensive RFP. Why? Because the more intense the RFP, the more thoughtful the brand – and we love working with thoughtful brands.

If we could add one question to every company’s quest for a marketing partner, it would be this one:

As a brand in need of creative and marketing services, what should we be looking for in a strategic partner?

Our answer: just that – a partner.

We strongly believe that a business grows best when it aligns itself with its best customers – the ones who spend the most money, most frequently; who take little human or capital resources to manage; who are advocates for your brand wherever they travel. When you attract more of these kinds of customers, your business finds balance in the market. Therefore, our marketing initiatives begin by assessing who those ideal customers are, what their values are, and where your current value alignment exists.

Given the importance of your corporate values, any marketing partner you choose must share your values. How could your agency possibly reach your best potential customers if they don’t share in your value system? Communication is predicated on what can be shared, so alignment between your agency, your brand and your customers is absolutely key to embedding the brand messaging in the hearts and minds of the target audience.

If you’re a marketer looking for an agency, you should definitely check out the agency’s past performance to see if it can perform the work. But, most often, a value match is what will indicate whether an agency can grow your business.


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