Finding the right agency partner can be as complex as finding a soul mate. You may spend weeks or years with someone, only to ask yourself, “Is this the right fit for me?”. Sometimes all types of relationships go through rough patches; while other times, the rough patch isn’t a patch - it is the reality of the relationship. Building a long-lasting, healthy and successful  partnership takes time, dedication and energy.

So, how do you determine if the agency partnership is the right fit for me? 

Date before getting married: Just like we get to know our potential romantic partner before making a deeper commitment, you should get to know your agency partner before committing too. Make sure that you are asking the right agencies the right questions and don’t jump into anything too serious too quickly. Pay attention to the services they actually offer, the expertise across the team (not just a charismatic leader or two), if they have the right global infrastructure to support your team, if they are the people you want to regularly spend time with and if you think you can continue to build trust with them. Running a thorough RFP can help you get these answers. 

Facilitate open and transparent communication: All relationships are built on communication. Even at work, this takes some level of vulnerability, emotional and intellectual maturity. Pay attention to how they communicate with you, how they treat each other, if they take accountability, if they demonstrate being trustworthy, if they meet goals, if they’re respectful of your time and if they provide value to you and your organization. 

Align on values and goals:  Just like any successful partnership, your agency relationship needs shared values and aligned objectives. Does the agency truly understand what matters to your organization? Pay attention to whether they proactively bring ideas that align with your vision, if they challenge you thoughtfully when needed, and if they demonstrate a genuine interest in your industry and business goals. An agency might have impressive capabilities, but if their values and goals don’t align with yours, you’ll find yourself constantly trying to bridge a fundamental gap. 

Be honest about money: Money is the number 1 reason marriages end in divorce. Money is often also a major contributing factor to the ending of agency relationships. The agency relationship should be financially viable for both sides, which requires transparency. Ultimately, misalignment with fees often comes down to the agency not providing value. Pay attention to how your agency manages your investment - are they using time efficiently, delivering clear value in every interaction, and maintaining transparency about scope and fees? Watch for patterns of scope creep or unexpected costs that weren’t clearly outlined in your original agreement. 

Move on when it’s not the right fit: While ending any relationship can be painful and complex for everyone involved, staying in the wrong relationship is harder. Getting your agency partnership wrong is costing your business way more than the fees you’re paying your agency. Pay attention to your team’s morale, how your team is spending their time, if your team is needing to redo agency work, if you’re wasting hours “working” on the relationship and if your team is unhappy. 

Just like any other relationships across your professional and personal lives, healthy relationships require honest and open communication. The complexities of the agency relationship are vast, spanning across work ethics, personalities, communication styles, inner-office politics, competing priorities, the ability to showcase results… the list goes on.

Ultimately, while the relationships are inherently complex, the answer to the question can be simple... “Is this agency the right fit for my organization? Check Yes or No.”