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When you come to our office, we’ll offer you coffee. And we’ll advise you that, unless you don’t care to sleep for the next week, you DO NOT want to select a k-cup from Andrew’s coffee bin  (think espresso extreme). That’s why we always have a variety of options — because we know there’s no such thing as one-taste-fits-all, any more than there’s one-thought-fits-all, or one-size-fits-all.

We especially understand that about our clients. That’s why we treat every single one of them, their products, and their markets as truly unique–even when they’re in the same field.  Because, in fact, no two are alike.  Everything we do is customized directly to each client, their needs and their goals.

And just as there is no one-size-fits-all client, there is no one-size-fits-all advertising and marketing agency. I’m bringing this up because in a world where shoppers often select by lowest price or loudest impression, we get requests for proposals that are often obviously scattered to any and all agencies within shooting distance, irrespective of specialties or experience.

If you’re in the market for an agency, let me explain why this is not usually the best approach:  Sure, you’ll probably get many responses with as many different pricing structures. And that’s because you’ll be getting skills and specialties from all over the board. Without knowing what each agency’s strengths and weaknesses are, you may wind up selecting a low bid from an agency because they’d be happy to use you to cut their teeth on getting into a new area. Or perhaps you’ll fall prey to the “bigger equals better” misconception. Maybe you’ll be happy with the results from either end of this spectrum. Maybe you won’t.

It’s easy to avoid a mismatch with the proper leg work. First, compile a list of no more than a dozen local agencies (think about including recommendations from business associates, a web search, and the yellow pages). Then visit their websites and look at their services to make sure they offer what you’re looking for. Then look at their work to see if you like their design esthetics. Then, just as importantly, read their “About Us” page.  Every agency has a philosophy that shapes not only their in-house culture but how they view their work and their clients.  Now cull out the obvious poor fits, and continue whittling until you have a short list of about  three or four. Now you’re ready to ask for proposals and meet with those agencies.

If it comes down to a large vs small agency, consider that if a small company retains a sizable agency, it most likely will not be getting that agency’s top talent. Yep, the executives of those large agencies will woo you with a sleek presentation that may win your heart and tempt your wallet. But they won’t be the people who will work on your business. They’ll most typically assign your work to their least experienced team, keeping their hottest talent for their high rolling clients. On the other hand, if a small company chooses a small advertising agency, it may have access to the agency’s owner, rather than just those handling the account. A big company may require a sizable agency that can provide a greater range of in-house services than smaller agencies, which is why it’s important to first determine what exactly a company wants from its advertising agency.

At the end of the day, you need to be able answer these questions:

• Does this agency really get our business?
• Are we getting the best of their talent?
• Are they respectful of our budget?
• Do we like the people?
• Do we trust them?
• Are they more concerned with providing clients with great work rather than being stuck on winning awards or making incompatible sales?

If you can answer yes to all of them, then you’ve found your agency.