Choosing a marketing supplier determines results for years ahead, yet the choice is often made on the basis of the best presentation. It is more useful to compare other things: who will actually be working on the project and how much time they will devote to it, what results the supplier has achieved with comparable clients and whether they can substantiate them, how and how often they report, who will own the accounts, data and outputs created, and what the notice period is. Price should be compared including scope, not as a standalone number. It is good practice to commission a smaller paid task before signing a long-term contract – working together on a real assignment shows more than any presentation. References are worth verifying directly with the clients named. It is also worth asking which clients the cooperation ended with, and why.
See also: Contract with a marketing agency, In-house marketer vs agency, Ownership of advertising accounts.
