Third, draw up a detailed set of metrics defining the parameters of success. Try to tie agency payment to those aims. Lastly, reinforce these goals in on-going communication with the agency. The best advertising campaigns aren't arm's-length supplier deals but intimate partnerships between two organizations. Following these four steps may deliver the marketing savvy you're looking for.
Every ad agency can pull out an impressive-looking stack of awards, capabilities and references.
But these overall achievements aren't terribly meaningful. In the end, an agency's work for you will be only as strong as the specific employees working directly on your account. Agencies often confuse the issue, using their slickest marketing techniques and savviest salespeople to promise a seemingly endless range of services. It's often hard to tell whether a shop does advertising at all. 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.