Choosing a Marketing Agency

Richard Nolan

Operations Director

The Financial Services Forum

The successful appointment of a new marketing agency doesn’t happen by accident. You have to plan it says Martin Jones.
For some companies, the prospect of finding and appointing a marketing agency could seem a little daunting. Where do you start? How do you know if you’re talking to the agencies that are right for your
business? And what is right for your business anyway?
Is it their experience or cultural fit or, more importantly, both? For some people the whole process will fill them with dread – another task to be squeezed into an already overcrowded schedule. For others, it will feel like a great opportunity to bring fresh thinking and understanding to their businesses.
Wherever you are in the process, having the right mindset before you start the search will pay dividends. There are a lot of parallels between finding an agency and choosing somewhere new to live. Most people wouldn’t dream of going into an estate agent and saying “Hello, I’d like a property, please”.
The request begs too many questions. Are you buying or renting? Do you want a house or a flat? How many bedrooms? Do you want a garage or a garden? What local amenities are important? What is your price range? What about location?
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