Guide

Work with an advertising agency

Checklist: choosing an advertising agency

You can increase your sales by using advertising and promotion as part of your marketing strategy. An advertising agency can help you, but they will charge a fee. Given the broad range of advertising options available, it pays to get good advice from a reputable agency if you want to ensure your campaigns are effective. Before you choose an advertising agency, you should:

  • find out the size of the agency
  • check if they are members of any professional associations
  • ask what media they specialise in and if they have any particular creative strategies they prefer to use
  • examine their past campaigns and find out how successful they were
  • look at their types of clients, past and present
  • ask about the main people who will be working on your account and their track record
  • see if they have any experience of working for your type of business and if they understand the competition in your field
  • check how they assess a campaign's effectiveness
  • get an estimate of their fees and what's included - eg whether they would accept a payment-by-results agreement
  • take up references from their clients if possible