The marketing landscape evolves too quickly for long-term commitments. Locking into even a 12-month contract can trap you with an underperforming agency while wasting money. Insist on month-to-month agreements to retain flexibility and ensure the partnership remains effective and accountable.
The best agency relationships are partnerships, not just vendor transactions. Asking what they will teach you reframes the engagement towards collaboration and empowerment. A good partner should aim to educate you and your team, leaving your organization more knowledgeable than when they started.
When vetting an agency, ask how they integrate AI. The best answer isn't that they avoid it or use it to simply cut costs. Look for partners who use AI as a tool to augment human analysis, conduct deeper research, and ultimately make more informed strategic decisions.
Agencies may build websites or ad accounts under their own ownership, effectively handcuffing you to their service. To maintain control and avoid starting from scratch if you part ways, ensure your business is always the legal owner of all assets, granting the agency manager-level access.
It's common for a highly experienced agency leader to handle the sales process, only to pass the daily work to a junior-level employee after the contract is signed. To prevent this bait-and-switch, ask to meet the specific team members who will manage your account day-to-day before you commit.