1. Know what you need first
"Advertising agency" covers very different work: social media and digital marketing, outdoor advertising and signage, exhibition stands and activations, printing, corporate gifts, websites. Write down which of these you need this year. It narrows the list quickly and makes every conversation more useful.
2. Ask to see real work like yours
Mock-ups and concepts show taste; photos of finished, installed work show delivery. Ask for examples close to your job: the same kind of stand, the same size of sign, the same type of social media account. If an agency cannot show any, ask why.
3. Find out who does the work
Some agencies design and hand production to subcontractors; others build, print and install with their own teams. Neither is wrong, but you should know which you are buying. Ask who designs, who produces, who installs and who you call if something needs fixing.
4. Check how much is under one roof
A launch often needs several things at once: a campaign on social media, signage, printed material, perhaps a stand at an exhibition. One agency that can cover most of it keeps the brand consistent and saves you managing several suppliers. Several specialists can also work, if someone owns the whole picture.
5. Ask about guarantees and after-care
For anything physical, such as signs, billboards or stands, ask whether the work carries a warranty and what it covers. For digital work, ask how reporting works and how often you will review results together.
6. Send a clear brief
A short, clear brief gets better answers than a long, vague one. Include:
- What the business does and who you want to reach.
- The goal: awareness, enquiries, sales or a specific launch.
- What you need made, with sizes, quantities or platforms where you know them.
- Your deadline and your budget range.
- Brand guidelines and any examples you like.
7. Judge the response, not only the price
Compare how well each agency understood the brief, what questions they asked and how clearly they explained what you will get. A quote that is much lower than the others often leaves something out; ask what is included before deciding.