We sometimes are asked by potential clients about the ideal process for selecting an outside marketing or communications agency. Along with that come questions such as, “What’s the best way to identify and vet the right firm?” “Should I hire them on a project, retainer or hourly basis?” and “What are the best ways to measure our mutual success?”

Identifying the right agency partner can be a great way to galvanize your team around telling your exciting story. Yet it is a complex process that requires a clear understanding from the outset of your objectives. A strong client-agency partnership can significantly alter the trajectory of your brand and enhance your organization’s ability achieve its business or reputational objectives. And, while every situation is unique, here are six questions to guide your organization to the right moment to say “yes” to an agency partner.

1. What is the problem you’re seeking to solve?

Is your need for an outside agency more short-term and transactional in nature, or are you looking for a long-term partner to provide support on a broad spectrum of communications and marketing needs? Are you seeking specialists such as M&A advisors or crisis experts, or a partner with a focus on change management or enhanced employee engagement? Are you seeking a broad-based firm able to handle brand, reputation building, and marketing communications initiatives to support sales, thought leadership or launch a new product or service?

The answers will guide your approach to selecting a firm and the types of conversations you should be having. For example, specialty firms typically charge a significant premium over the retainers or hourly rates billed by more generalist agencies, and you will need to plan accordingly.

2. Did you have a positive prior experience working with an agency?

Are you hiring an agency to replace an existing firm where the relationship has run its course? Or is this the first time you or your organization has worked with an outside agency? Oftentimes we hear from potential client partners about frustrations with their previous agency relationships, whether it’s communication challenges, a lack of day-to-day senior staff or big bills with few results.

Identifying any previous pain points can help you narrow down which potential partner has a strategic approach to working with clients and how they execute on a daily basis. Make sure to speak to at least two client references to significantly improve the odds of finding the right long-term partner.

3. Do you have the right day-to-day account manager within your own organization?

Having a designated internal team lead experienced in working with agencies can be an important asset to manage the activities and budgets that will deliver results within the resources you’ve allocated. Make sure to have conversations with your team about keeping your organization’s key objectives and the primary focus areas front and center in the partnership.

4. Have you determined at the outset the most important KPIs?

Even before you engage a firm, it’s critical to have a conversation with them to gain consensus on the Key Performance Indicators for tracking results. Is it purely media impressions that matter, or are you looking for reputational lift, strong consumer or employee engagement, increased sales or other outcomes from your program? Measuring success to benchmark your goals with your agency is one way to ensure a fruitful partnership.

5. Is your organization aligned around the reasons you are hiring an agency?

Sometimes we find numerous internal constituencies begin to lay claim to their piece of the agency engagement beyond the approved scope of work. It’s important to have discussions with all staff to understand why the agency was hired in the first place. Otherwise, the agency may struggle to please all internal parties and ultimately fail on the agreed upon scope or rack up unbudgeted hours trying to meet unforeseen objectives.

6. Finally, is the C-suite ready to join in?

Sometimes CEOs or other executives believe that simply hiring an agency will be the solution to their public relations, reputational or business problem. However, sustaining a strong client-agency partnership takes hard work on both sides, and a successful program that builds an organization’s brand and reputation requires involvement and buy-in from the top down. Senior leadership can be the most effective brand advocates in any organization.

Whatever the underlying reason for your agency search, engage your network and solicit their opinion as part of your research. Do your due diligence and take the time to prepare a strong brief. This will ultimately lead to a great partnership — access to a brain trust of smart, creative, hardworking and dedicated professionals who can propel your brand through innovative programs and solid execution.

WCG’s motto is “We’re in the business of making yours better,” which is why so many of our client relationships extend years, and in some cases, decades. If you are contemplating an agency search, please contact us at hello@wilksgrp.com to discuss ways we can advance your marketing or communications agenda as a long-term partner.