Choosing an Interactive Agency

Commentary by: Steve Hanson, President and CEO

I am often asked for tips on choosing an agency. I have been through the agency selection process (from both sides of the search) many times now, and have come up with a number of items to keep in mind when making this important decision.

Do Some Investigative Work

Find sites that you love and find out who built them. This can be somewhat tricky when your needs also encompass B2B, as those sites are usually not accessible to the public. Try calling the person who handles the site. He or she might be willing to give you access, for at least a limited time.

Do They Know the Industry?

An agency that builds stellar sites for the consumer packaged goods industry might not be as good when it comes to building a robust e-commerce site. The best agency for you will have a firm understanding of your strategic goals, your business initiatives, and the specific needs of your customers.

Can You Stand Being Around these People?

As I often say, “It’s not how good you are, but how good you are to work with.” Yes, the quality of work is important, but you will be spending a lot of time with your agency, in person, via email, and on the phone. If you don't like your team, you likely won't end up with the quality of work that you want. Oftentimes, the person you meet with when you are being pitched won't be on your final account team. This is fine - great salespeople aren't necessarily great creative contributors. But, if you are serious about an agency, consider visiting their offices. You'll get to meet your team firsthand, and, it is my experience that offices tell a whole lot about the culture of a company. If you are comfortable in an agency's living space, that's a good thing.

Do They Play Well with Others?

Your interactive agency will need to work with your traditional agency. The best Web sites compliment traditional marketing pieces, and can even help to influence them. If your agencies don't get along, though, you can end up with conflicting, non-harmonious work that doesn't do a thing to benefit your company's brand.

Finally, Choose a Partner, not a Vendor

This is a favorite topic of mine, as I think it is so important. These days, interactive initiatives make up a significant portion of business' marketing and business efforts. A mistake that many companies make is choosing a vendor for interactive work, as opposed to a partner. What is the difference? A vendor does a job, in return for a fee. A partner also receives compensation for work done, but his work does not end when the project is complete. A partner is invested in the whole of a company, not a specific project. He understands your business objectives, goals and strategies, and everything he does is in an effort to move your company forward. He makes recommendations based upon the good of your company, not just the good of his own bottom line.

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