How to Find the Best Agency Partner

Canadian businesses know that to be successful they need a great marketing strategy. This means working with the best agency partners possible. But what kind of agency is right for your business? What should you look for and how do you avoid the trap of fluffy promises and poor execution?

This year, for the first time, digital ad spending will be more than double traditional ad spending, accounting for 68.3% of the total ad market in Canada and that number is expected to reach 15.4 billion by 2024.

There are several things you should keep in mind when choosing a marketing agency. This includes their experience, areas of excellence, and past work. We'll discuss some of the most important factors that Canadian businesses should prioritize when working with an agency partner and what types of questions to ask.

Skip the RFP (request for proposal)

No one likes going through the Request for Proposal process — neither the marketer seeking a fresh start with a different agency nor the agency hoping to land new business. It’s costly on both sides, in time, resources and revenue. But it’s also been happening a lot. If you are hiring a performance marketing agency it is often a waste of time and energy for everyone involved.

The best relationships are created by rolling up your sleeves and working together. Allow the agency to access your account, review and audit them, and see how they think. Then make the decision and get to work.

Industry Experience Isn’t Always Necessary

Choosing an agency that has experience working in your industry is extremely helpful. If you are an apparel company, having an agency that understands the ins and outs of eCommerce and the retail industry will help you succeed. They understand seasonality, how to reach your target market and be able to show data from similar past campaigns. It also helps with a smoother onboarding. However, this alone is not enough and is not necessary to choose the right agency. Broad experience should be enough:

• Don’t get fooled by fancy logos in the pitch presentation. If the assigned team doesn’t have these experiences, you won’t benefit.
• Nobody knows your business better than you do. The agency's role is to know their expertise and to marry their solutions to your challenges. Instead, ask tough questions to determine whether the agency has grasped your needs. They need to demonstrate they can tailor the marketing strategy for your business nuances.

Be wary of “Full-Service” or “End to end”

When you're working with an agency, it’s certainly an advantage to partner with a full-service agency that can handle all of your marketing needs. This includes everything from strategy and planning to execution and measurement.

Digital marketing has further evolved into so many subcategories that it is truly impossible to claim the reins over each craft. You will likely need different agency partners across Media, Creative, Data, Development, Branding, and Performance marketing. Part of the agency search process should be about determining the center of excellence that your business can benefit from as a starting point and growing from there. The promise of a full-service end-to-end agency can often mean fractional FTEs (full-time employees) and disjointed communication.

Pay Attention to Case Studies and Referrals

Above all else, you need to make sure that the agency you’re considering is reputable, and that you like what they do. Ask around and see what other businesses in your industry have to say about them. Make sure they come highly recommended.

As well, take a look at their past work and see if it aligns with your vision for your business. If you're looking for a new website build, ask to see past samples. If you're looking for someone to help with your paid advertising campaigns, browse their case studies to see how they perform. Dig deep, if you are looking at a “300% increase in ROAS” then ask what the baseline was. Keep referrals for the final stages to reaffirm your decision.

Look for Innovative Technology

The world of marketing is always changing, so it's important to work with an agency that stays up-to-date with the latest trends. Look for an agency partner that knows about the latest tools and tech (even better if they build their own tools) and is always testing out new strategies.

The agency you choose should also be well-versed in the latest changes in digital marketing, from #tiktokmademebuyit to media diversification. An agency that's always trying to learn and innovate will be a valuable partner for any business.

Local vs National

Another important factor to consider is the location of the agency. If you're a Canadian business, it makes sense to work with an agency that's based in Canada or at least one that is familiar with the Canadian market. One that can understand the media and consumer landscape as well as the Quebec intricacies.

However, the majority of Canadian businesses will be targeting their consumers both south of the border and internationally. Global agencies have the benefit of being able to draw on a larger pool of talent and can be an instrumental source to answer complex challenges and help scale. They also usually have connections to international media partnerships, which can be helpful when you're looking to expand your reach beyond Canada.

Value Alignment

Of course, the most important factor is finding an agency that's the right fit for you and your business. As a Canadian business, you'll want to make sure that the agency shares your values and is committed to working ethically.

When looking for an agency partner, ask yourself:

• Do their values, goals, and vision align with ours?
• Have they demonstrated they understand your target audience?
• Do they have the skills and experience necessary to complete the project successfully?

Take the time to get to know the agency and their work before making a decision. Once you’ve had time to sit down with them and talk to their staff, you’ll have a better understanding of their values.

Transparent Staffing & Budget Expectations

When choosing an agency there is often an expectation to meet the team that will work on your business. The reality is that no agency has staff on standby sitting around in case the business is won. Instead, hold conversations with both mid and senior team members to understand how they solve problems. Remember that the best leaders lead by example and this will often be cast down to the wider team. An agency that is transparent on staffing should be welcomed and not punished, it will help you avoid the bait and switch.

Finally, you should look at an agency as a profit center, not a cost center. Be transparent with your investment level. While you want to make sure you get a few quotes before committing to an agency partner, there is always someone willing to do it cheaper. In the words of Benjamin Franklin “the bitterness of poor quality remains long after the sweetness of low price is forgotten.”

Start With A Project

One thing about trust is that it takes a long time to build it and a split second to break. Starting on a single project to expand the relationship is a great avenue to take. It allows both the agency partner and the client to get a better understanding of how each organization is structured, it speeds up the onboarding and allows trust to build.

If the project is successful, be sure to ask your agency partners where else they can help you. The best agencies aren't always trying to upsell their clients but that doesn't mean they don't have other services that could add value to your business. Talk with your agency teams and leadership to see if they have any other service lines that may be worth exploring. Organic partnership growth is often one of the best indicators of a strong agency partner.

No matter what kind of business you have, or what your needs are, there's an agency out there that can help you. With a little bit of research, you can find the perfect partner for your business.

Written by Ronnie Malewski, Managing Director at NP Digital Canada. NP Digital is a global performance marketing agency focused on enterprise and mid-market challenger brands. Underpinned by its proprietary technology division and platform Ubersuggest, NP Digital is one of the fastest-growing, award-winning performance marketing agencies in the industry. MediaPost named it Search/Performance Marketing Agency of the Year in 2021. NP Digital views marketing through a consultative lens, taking a holistic approach when applying specialist execution and building meaningful partnerships. These partnerships include some of the world’s most prominent Fortune 500 brands, as well as mid-size DTC challenger-type organizations.