Hiring a Marketing Agency

Choosing the right marketing agency means finding the best fit for your brand and your company's culture. Hiring an agency from the many vying for your business can seem daunting, but Dina Shapiro walks you through the process to make it easier. Dina shares her best practices for getting your requirements ready, writing a request for proposal (RFP), and selecting the right agency. Learn about the right people to involve on the selection team, how to decide on compensation, and how to set expectations around delivery by creating a calendar and feedback review process. Dina has worked at top global agencies and managed agency relationships at Fortune 500 companies. Use her tips to start your next great marketing partnership.

Topics include:

  • Explain the role of an account manager in a marketing agency.
  • Review information from a request for proposal before deciding which agencies will present a pitch.
  • Identify the purpose of a non-disclosure agreement.
  • Recognize the benefits of assigning a liaison as a point of contact.
  • Define scope of work and explain why it is typically an exhibit to a contract.
  • Determine the most effective way to manage risks before issuing a contract.

Course Timeline:

Hiring a Marketing Agency Welcome

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Client vs. agency perspectives

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How a digital marketing agency works

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What Digital Marketing Agencies Do

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Reasons to hire a marketing agency

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How to assemble an agency selection team

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How to develop an agency selection schedule

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How to choose agencies to invite

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How to collaborate among creative teams

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Benefits of using a request for proposal (RFP)

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What to include in a RFP

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What to include in the RFP schedule

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Learn the next steps to contact agencies

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How to begin the agency selection process

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How to maintain ongoing dialogue

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How to make your agency recommendation

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How to evaluate potential agencies

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How to announce your agency selection

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How to finalize the contract and SOW

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How to compensate the agency

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Review internal feedback and buy-in

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Develop a calendar for scope of work

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Hiring a Marketing Agency Next Step

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