Choose and manage an advertising agency

Find an agency

In order to get the most out of any advertising agency, it is often best to appoint them for at least a year at a time. That way, they can develop an overall strategy and take a longer-term approach. This means that it is important to do some research to ensure you find the most suitable agency.

You can do this by:

• Using the internet - most agencies will have a website and you can often view their portfolio of clients and get an idea of their particular sector strengths.
• Using specialist internet portals - search for an advertising agency on the Creative Match website - Opens in a new window.
• Searching business directories - this can be particularly helpful if you want a local agency.
• Asking contacts for recommendations - it's often particularly helpful to ask the advertisement departments of your trade magazines, who will know agencies with experience in your market.
• Reading advertising trade magazines - the main titles include Campaign, Marketing Week and Marketing.
• Consulting the Advertisers Annual, which lists around 3,000 agencies. Ask your public library if they have a copy.
• Making use of a profiling service. Use the profile service on the Institute of Practitioners in Advertising (IPA) website - Opens in a new window. This lists members of the IPA, the professional body representing advertising agencies.
• Using a search service - a service provider that will help businesses select suitable agencies. Search for an advertising agency on the Advertising Agency Register website - Opens in a new window.

What to look for

You should pay particular attention to agencies' specialisms. Check if they have:

• experience in your sector
• expertise in either business-to-business or consumer advertising, if you have a preference for either
• a track record in the media you want to exploit
• experience in other marketing services, such as electronic media or PR

You could find more than a dozen suitable names this way before taking the process on and choosing between them.

Subjects covered in this guide

• Introduction
• Find an agency
• Choose an agency
• Set a budget
• Strike an agreement with the agency
• Manage the relationship with the agency
• End the relationship
• Checklist: choosing an advertising agency
• Checklist: ten things to watch during an advertising campaign
• Here's how I managed my advertising agency to produce an effective campaign

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