What do clients look for when selecting an agency?

What is certain is how crucial it is for marketeers to ‘get it right’. The right choice of agency can help make the vital difference to a client who wants to meet their goals. So, what factors are involved? I think a lot of us in ‘agency land’ assume it’s all about the people and the ideas with a large dollop of budget consideration thrown in for good measure. But what’s most important? I asked ‘the experts’, seeking the opinions of some of our clients to see if there was any commonality or clear priorities.

Sharry Cramond, executive vice president, marketing and communications at Southeastern Grocers, Tony Holdway, sales and marketing director for Domino's Pizza Group, and Andy Hill, insight director at Samworth Brothers tell us what they expect from an agency and what sways them towards their decision.

Let’s start with the work. After all, it’s the product itself, the ‘thing’, the stuff at the heart of the matter, and in the creative world that means ideas. Cramond summed this up brilliantly, saying “the most important thing when choosing an agency is the ideas. The creativity. If nearly 90% of all marketing is ignored by consumers, then you need disruptive ideas which cut through. Fancy multimedia presentations which cost a fortune don't matter if there isn't a brilliant idea in there. An agency could present their creative work on toilet paper for all I care. A brilliant idea is the most important thing”.

Holdway also believes that the quality of the work is crucial. He says: “It's that eternal conundrum of 'quality of work and experience' vs 'the people and their culture' when choosing an agency to take you forwards. Of course you want both, but where should the main focus be? It's got to start with the work hasn't it? Great people producing average work anyone? No thanks!” However, he then goes on to point out the benefits of great chemistry. After all, true understanding and the ability to communicate clearly form the basis of every relationship. He says: “On the other hand, will you ever produce effective work if you don't click with the people? Beyond all that, you'll need to find an agency that thinks you're important to them (and vice-versa). Being a small fish in some agency's large pond is never going to get you the results you require. You'll need a mutual admiration of each other that will make you spend more time on the work together – that is what will get you the best output and outcome”.

Interestingly, the Up to the Light report states that the primary client expectation from their agency is that they are ‘on time and on budget’, with ‘high quality creative work’ coming in as a secondary factor. So how do clients balance the two? Hill points out that it’s all around communication: “It’s about great creative thinking, real consumer understanding, fabulous people, and value for money… But ultimately, the choice of an agency for a given project comes down to whether or not they’ll help me meet and exceed my goals. For me that means having a small portfolio of agencies I work with regularly, really knowing their strengths, and great communication to make sure they always know what success looks like on any piece of work”.

So, it seems clients consider many factors when selecting an agency, including the work itself, chemistry, budgets, skillset and experience. But what about the other side of the fence?

Surely it comes down to brilliant client/agency collaboration to deliver the strongest return? The best results always come from great teamwork. It is after all, a symbiotic relationship. It’s surely the holy grail that every agency is chasing – a relationship based on a collaborative partnership rather than a client/supplier set up – a much more fulfilling and positive experience both financially and creatively for both parties.