HOW TO HIRE AN AD AGENCY

BusinessWeek columnist Steve McKee offers 10  principles to follow when looking for an advertising agency in his article "How to Hire an Ad Agency."

First, his 5 don'ts:

1) Don't limit your search geographically
2) Don't screen out agencies based on size
3) Don't make industry experience a requirement
4) Don't ask for -or even entertain- speculative work
5) Don't let a spreadsheet make your decision

And now his 5 dos:

1) Do determine what you need
2) Do notice the advertising that you admire
3) Do initiate a conversation
4) Do invite the agency to your place to review a handful of case studies
5) Do narrow your list to two or three agencies and spend time at their shop

For more detailed explanations of the 10 suggestions, read the full story.