Finding the Perfect Agency Partner

We all aim to find the perfect partner—a partner in life, a dance partner or even a partner in crime?!? (Kidding, of course!) Any activity is better when you have someone to share your goals. Similarly, for an organization’s marketing or marcomms team, selecting the right marketing agency is about compatibility, trust and long-term alignment. Agency support should supplement your own team’s capabilities while complementing the company’s vision, understanding its goals and elevating your brand in ways that resonate with your audience. But how do you go about finding “the one”?

Why outsource?

In 2024, 65% of companies reviewed by Exploding Topics claimed to outsource their marketing efforts to allow them time to focus on core functions. Outsourcing is especially popular for digital efforts like SEO/SEM as well as creative support. Per AgencyAnalytics, in recent years, as many as 47% of in-house marketing teams outsourced graphic design and 39% outsourced video production. Third-party agencies—and their external viewpoints—are often helpful in managing complex or specialized campaigns and navigating rapid market changes like AI integration and customer data management, providing advanced tools and cost-effective scalability.

Whether you're looking to expand your team’s expertise or outsource your marketing function altogether, the first critical step is defining clear goals and objectives. Once you’ve identified what you want to achieve, you can start to evaluate potential partners on an apples-to-apples basis. When deciding on firms to interview, consider:

• Type of counsel: Are you looking for one-off, tactical support, or do you need more strategic thinking and planning?
• Type of communication: Is your project focused on external promotion, employee communications or both?
• Project management: Will you need help with project management, or will you be heavily involved in the partnership?

Knowing these factors will inform the types of partners you should interview.

Finding the Right Match

Once you have a few agencies in mind, get to know them from every angle. It’s a good idea to find a well-rounded partner who can provide not only the support you’re looking for now but also the services you may need in the future. Reach out, talk with them about your goals and consider the following:

• Industry experience: Does the agency have other clients in your industry or similar sectors? This may give them a better understanding of your challenges and target audiences.
• Expertise and capabilities: Ensure the agency offers effective counsel in the areas you need, whether it's strategic planning, digital marketing, public relations, content creation or others.
• Innovation: Review the agency's brand to see if they stay updated with the latest trends and technologies in marketing. For example, how do they frame and use AI?
• Cultural fit: Assess the agency's vision and values to make sure they align with your own. Evaluate their team's communication style and approach to be sure they fit with your team's preferences.
• Strategic approach: Even on introduction, the agency should demonstrate a thorough understanding of your brand. Are they offering you a tailored approach rather than a generalized solution?
• Budget and pricing: Different agencies have different pricing structures. Ask questions to ensure the agency provides transparency and a clear breakdown of costs you can be comfortable with. Compare their fees with the potential added value they can deliver.
• Team experience: Find out who will be working on your account team and the qualifications they bring to the table. Will the agency dedicate a team to your project?
• Reporting and metrics: Align on expectations for communicating progress and results, including how they're presented and when.
• Flexibility and scalability: To ensure your long-term needs are met, choose an agency that can adapt quickly to change and has the capacity to scale services as support needs grow.

Finally, as you’re “courting” partners, don’t hesitate to do your own background check! Ask for proof points: case studies highlighting projects comparable to yours and client feedback. Reviews and references from current or past clients should provide valuable insight into the strength of counsel and quality of work the agency provides.

On top of all these factors, seek an agency eager to collaborate with you. Agencies focused on partnering will want to integrate with you and your team and help you strengthen the marketing function to support your organization.

Like any other lasting relationship, your partnership with your marketing agency should be built on trust, shared goals and transparency. Finding the right fit means finding a team that truly understands your needs and can grow with you over time. Remember, don’t settle. It’s worth the time to find that perfect match to ensure your marketing efforts thrive.

Looking to find the right partner for your organization? Email Nancy at Nancy.Spatholt@akhia.com to start the conversation.