Make sure you have a clear idea of what you are looking for in an agency. If you don't, the new team will be responsible for what they consider to be the best strategy. If you haven't provided some direction you could potentially waste time and money re-thinking your entire approach.

Have a Strategy

Ad agencies often rely far too much on their design and technical departments. Design something gorgeous and it will work? Not so. Smart, strategic thinking needs to be the catalyst for good creative. It is the heartbeat of all communications and is the discipline that will eventually lead to "the big idea".

Beware of the "Pitchers"

Most large agencies have new business teams. Their sole purpose is to pitch your business, most often with no intention of any future day-to-day involvement. Once your business is through the door, they simply move on to their next courtship, often leaving you with a "junior" member of their staff.

Bigger is Not Always Better

Agencies in the true sense of the word are "agents of media". Media, in whatever form, is an agency's conduit to an audience. Make sure your agency respects your media budget. The exercise is not to increase the media budget, but rather to create ideas that sell more products. The right philosophy for any responsible agency should be: Don't outspend the competition - Outsmart them!

Value Value

Value is more important than price. Having a short-term view of your ROI can damage your business. Do your research and you'll discover the least expensive agency may often have the least talent and resources to offer.

Demand Engagement

Be sure to choose an agency that is eager to work with you. There is nothing wrong with hearing, "We would really like to earn your business." The account person assigned to your business should have knowledge of your industry and be aware of your competitive situation. You should not have to act as a tutor.