Find an Ad Agency That Gets Results

Many small businesses lack the expertise, time, and resources to create an effective professional ad campaign. Rather than randomly or blindly selecting an ad agency, choose an agency that can provide your business with a strong advertising strategy, an evolving creative development, and a fitting media selection. Your search strategy should include research, an evaluation of qualifications, and interview components.

Research.

1. Consult a directory to find information on advertising agencies, public-relations firms, media-buying services, and specialty ad shops. Popular directories include Advertiser & Agency Redbooks from National Register Publishing and Adweek Directories Online.
2. Request referrals from colleagues in business organizations, industry associations, and professional groups.
3. Screen effective advertising by your competitors and other similar-sized businesses. If you see something you like, call the company to inquire which agency produced the work.

Review. Evaluate the qualifications of each prospective agency.

1. Review a portfolio of recent work, with particular consideration given to those samples created for clients with budgets similar to yours.
2. Meet with agency staff, including the people who might be working on your account, in order to identify chemistry or a lack thereof. Get an idea of what each agency recommends for your ad campaign.
3. Check references. Ask each agency for a list of companies with whom they have worked, and contact each one.