How do you choose which creative or marketing company to work with?

Select your creative partner carefully

All too often, I meet companies and business owners who’ve had their fingers burned using marketing and creative freelancers, consultants and agencies.  

Recently I met with a prospective client who last year had decided to use a Manchester creative agency to help them develop a new company website, because surely by using such an agency would guarantee better results, right?  Wrong.

The website they ended up with 12 months later still isn’t finished.  What’s more, it doesn’t have any content and the invoice so far comes to well over £10k.  Ouch!

But what the business owner said to me next was the most unbelievable part of this story.  He actually blamed himself for not briefing the agency properly.

Rest assured, the fundamental mistake here wasn’t with the client.  From the very start, the chosen agency hadn’t bothered to question the brief.  In many cases, larger agencies have account handlers that are not marketers or creatives, which can result in a dilution of the brief to the real magic workers (the designers and developers).

Neither had the agency taken the time to get to know the client, their business or their marketplace.  As such, a ‘one-size-fits-all’ (i.e. fits nobody) approach was taken, which had no place, connection or fit with the core values of the client’s business or brand.

So what’s the moral of this story?  Don’t use Manchester agencies?  No.

It’s simply this.  Choose the agency, freelancer or consultant that takes the time and effort to really understand you, your business and your goals.  The one that helps you with your brief and challenges you.  The one that is as genuinely enthusiastic about your business as you are, and sparks with you to generate great ideas.  The one that really gets under the skin, that gets ‘YOU!’

Neil CorriganComment