A good marketing effort can mean streams of new visitors, piles of money in revenue, and a database full of new sales leads. A bad one can mean jobs lost and millions of dollars down the drain. Leading advertising executives, independent analysts, and clients who've been through the agency-selection process say to keep in mind the following factors when making a decision. Get to know your agency .
Every ad agency can pull out an impressive-looking stack of awards, capabilities, and references.
But these achievements aren't terribly meaningful. In the end, an agency's work for you will only be as strong as the employees working directly on your account. Agencies often confuse the issue, using their slickest marketing techniques to promise a seemingly endless range of services. To make matters worse, many agencies use seasoned executives to sell these services, only to turn the operation over to neophytes once the real work begins. Otherwise, you may get recent college graduates in training.