January 16, 2020 admin


Corporate seminar for tech entrepreneurs in auditorium. Unidentifiable audience participants in development workshop. Executive manager giving speech at symposium. Business training at university lecture hall.

99 problems but a pitch ain’t one

Finding a like-minded, trustworthy creative agency is like picking a partner for marriage – you and your agency will be investing equally in each other and ideally, you both want the relationship to stand the test of time.

Jeopardising the outcome of the entire process by ruling out potential candidates because they aren’t – in the words of Love Island cohorts – ‘your type on paper’ means you have to think beyond first impressions about your perfect agency match.

So to ensure you get the chemistry right, we suggest following our roadmap to help you find the perfect  creative agency match:

Identifying your need – Whether it’s an advertising, PR, communications or design agency that you’re seeking, the first question you must ask yourself is “what do we want to achieve?” before deciding which service you need and where to search for an agency. Make the main objective for your brief as SMART as you can – specific, measurable, attainable, realistic and timely.

Approaching agencies – start your research online and look at agency case studies as well as their social media profiles to get a feel for their approach and culture. Then get in touch to ask them to supply creds of their experience.

The audition – Match-making is as much about shared ethics as it is about chemistry. Before shortlisting your creative agency list to proposal or pitch stage, try to get out and visit up to eight of them on their home turf to meet their team.

Creating a brief – A good brief has restrictions yet leaves room for interpretation, and is straight-forward while asking enough of the agency. Build in enough time to allow for agency questions and to create a good quality response – a few working days will not get you the best they can do.

Awarding the contract – If you’re unsure don’t be afraid to ask questions after the pitches – if you loved everything about an agency apart from one solution they gave, do request an alternative solution equipped with hindsight.

Onboarding – To make your new-found partnership a fruitful one, it’s essential you are open and proactive right from the start. Hold up your end of the bargain by transferring knowledge and assets promptly, and making a point of contact readily available to manage the agency. Once you’re fully into the swing of working together, don’t become slack in setting KPIs and reviewing how things are going by building in clear and reasonable review points.


This article is taken from our latest Homegrown magazine which explores creativity, what it means to us, to businesses, brands and business leaders. If you’d like a copy , contact kirsty@opr.co.uk

Front cover of magazine

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