Do determine what you need: Do you need someone to lead or someone to follow? A firm that can develop a strategy or an expert at execution? Someone to challenge your thinking?
Do notice the advertising that you admire: Look for campaigns that you think are smart or creative and find out who did them.
Do initiate a conversation: Send the agency partners a letter, an email, or give them a call. Spend a few minutes on the phone together and you'll get an immediate sense of chemistry and interest.
Do narrow your list to two or three agencies and spend time at their shop: Meet their teams. Experience their culture. Initiate conversations with people in each department.
Do invite the agency to your place to review a handful of case studies: Keep in mind that you're not looking to see if they have good outcomes to report (all of them do) but to understand the thinking behind how they arrived at their solutions.
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