09 Are we choosing this particular agency because they’re truly the best fit, or because of personal connections or politics?
Let’s face it – choosing an agency partner isn’t always a purely rational decision. Personal connections, politics, and that slick sales pitch can cloud people’s judgment.
A lot of large organizations have strict procurement policies for exactly this reason, but experience shows mixed results.
When you’re investing significant time and resources into the development of a product or service, you need to be sure you’re picking a partner for the right reasons.
So, how do you know if you’re making the right call? Start by asking yourself some uncomfortable questions: - Are we given a real choice or will we have to select from a predefined list of pre-approved vendors? - Did we actually evaluate multiple agencies, or did we just go with the first recommendation from Jane in marketing? - Are we choosing this agency because the CEO’s nephew works there, or because they have a proven track record in our industry? - Did we fall for the flashy presentation, or did we dig into their actual capabilities and past work? - And maybe most painfully, how important is the price? Are we just buying from whoever is most affordable?
If you’re squirming in your seat right now, don’t worry – you’re not alone. Many companies find themselves working with agencies for reasons that have little to do with actual fit.
Right reasons to choose an agency
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01
Define your criteria
Before you even start looking at possible partners, clearly outline what you need. Technical expertise, industry experience, cultural fit – whatever matters most for your project. This should give you a somewhat objective framework for evaluation.
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02
Look beyond the pitch
Sure, that animated presentation was impressive. But can they back it up? Ask for detailed case studies, talk to their past clients (if they are serious, they will be happy to provide references), and if possible, meet the actual team who’ll be working on your project – not just the smooth-talking sales folks.
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03
Challenge your assumptions
If you’re leaning towards an agency because of a personal connection, that’s not necessarily bad. But challenge yourself to articulate why they’re the best fit beyond that connection. If you can’t, it might be time to widen your search.
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04
Consider the long game
You’re not just choosing a partner for a one-off project. You’re potentially entering a long-term relationship. Think about how this agency will fit with your company culture, work processes, and future goals.
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05
Trust your gut (but verify)
Sometimes, you just click with an agency. That’s great! But don’t let that good feeling override due diligence. Use that positive connection as a starting point, not the entire basis for your decision.
Remember, the goal isn’t to find a perfect agency (spoiler alert: they don’t exist). It’s about finding the right fit for your specific needs, goals, and culture. An agency that looks great on paper might be a nightmare to work with, while a less obvious choice could turn out to be the perfect partner for you.
And hey, if you realize you’ve chosen an agency for the wrong reasons? It’s okay to admit it and change course. Better to have an awkward conversation now than a failed project later.
Choose your agency partner like you’d choose a life partner, based on shared values, mutual understanding, and a genuine ability to work well together. Not because your mom thinks they have a nice smile.
Our take
Every now and again, most agencies find themselves in procurement processes as a “token bidder.” This happens primarily when a buyer has to meet a specific requirement in terms of the number of proposals requested, even though they know even before the process has started who they’d like to buy from.
Our recommendation: don’t do it. While “bid padding” is common practice, there’s nothing more frustrating for a vendor than investing significant time and resources into preparing a proposal that will never be seriously considered or even read. If you end up padding the vendor pool regardless you might want to give those “stocking stuffers” an extra look. We have on more than one occasion been able to convince customers with an especially carefully crafted proposal to buy from us, despite them having a clear candidate in mind when starting out.
