What’s the most important question to ask an ad agency before you hire them?

8 Mar

Ad agencies used to self-promote with paid media. Throw an ad in the newspaper. Not so much any more.

There are cheaper ways of doing it. And these other methods say more about the agency’s creativity, as well as their grasp of the new customer/brand engagement paradigm.

Ad agencies self-promote through contesting; through blogging and connecting in social media; through unexpected promotions, such as making your resources available for free in public places…or hiring a zombie intern.

We self-promote through innovation and thought-leadership. We enter award shows. We vie for earned media opportunities in trade publications and popular press. We write books and publicize them.

We burn through time. Not media costs.

It is any wonder that our clients are questioning the traditional over-reliance on paid media too?

Here’s a question you should ask an agency you’re thinking of working with: How do you self-promote?

The answer will be revealing.

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2 Responses to “What’s the most important question to ask an ad agency before you hire them?”

  1. amy March 8, 2011 at 11:10 am #

    Why “skool”? Why? Why? Why?

  2. dougbrowncreative March 8, 2011 at 11:19 am #

    Skool what?

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