As a CMO, VP of Marketing or Marketing Director, it can be challenging to know whether your marketing agency is truly maximizing the value of your ad dollars. Many agencies are adept at wooing clients with impressive-looking case studies and big promises during the ‘pitch,’ only to shift to “autopilot” mode once the contract is signed. 

According to Kelly McGuire, co-founder of Vuja Dé Digital, this is a widespread issue in the agency world. “I see many being in the business of winning and retaining clients, not in the business of doing the best work for clients,” he says.

It’s all too easy for agencies to bring their “A-game” to the pitch process, then quickly settle into a more routine, cookie-cutter approach. Once the pitch is won, it can be a mentality of “If it’s not broken, don’t fix it territory. Because they’re moving on to win the next one.”

So how can CMOs and those in charge of responsibly spending their marketing budget, ensure they’re getting the level of service and attention they deserve from their agency partners? 

Spotting Red Flags and Ensuring Accountability

Kelly and Todd, co-founders of Vuja Dé Digital, offer a few key tips:

1. Look for Red Flags in the Data

One of the first signs that an agency may not be living up to its promises is a disconnect between the glowing media metrics they’re reporting and the actual business results. 

“If your media reporting says, ‘I’m getting amazing traffic and incredible CPAs and unprecedented numbers,’ but your business is flat or only up a couple percentage points, that’s a huge red flag,” says Kelly. It indicates the agency may be “taking credit for what it can” rather than driving true incremental value.

Digging into the analytics setup can also uncover issues like double-counting, lack of deduplication, or misplaced pixel tracking – all of which can inflate the numbers and give a false impression of performance.

2. Assess the Agency’s Relationship and Engagement

Another telltale sign is the nature of the agency’s relationship and communication. Are they simply “order-takers,” or do they push back and challenge your assumptions in a constructive way?

“Are you getting someone who knows your business? Are you getting a paint-by-number service that is just checking the boxes?” asks Kelly. Agencies that are truly invested will offer strategic insights and recommendations, not just execute a predetermined, cookie-cutter plan.

“If you get a very canned, cookie-cutter response, you are part of a campaign management assembly line,” he says. “If you get a thoughtful, mindful response that is tailored to your unique business, that’s a good sign.”

3. Consider Your Relative Importance to the Agency

The size and scale of your business may also play a role in the level of attention you receive. Larger agencies with hundreds of clients may view smaller-budget brands as mere “rounding errors” – not worth their top talent’s time and effort.

“If I’m an afterthought as a client, it’s going to be ‘Okay, we’ll get to it when we get to it,'” says Todd. It comes down to ethics and the principle of taking on a company or brand’s marketing. He says, “what’s ‘big’ to one agency may be small to another.”

The lesson? Don’t assume an impressive agency roster or case studies translates to great service for your business. Seek out an agency that will make you a priority, not just an afterthought.

4. Ask Tough Questions – and Look Beyond the Surface

When vetting potential agency partners, Kelly advises to look past the glossy case studies and focus on more substantive indicators of quality and fit.

“Are you just talking to the account manager, or are you actually talking to your search director and your social director and your programmatic director and your head of analytics – the people responsible for the marketing performance for your business?”

Todd also cautions against getting lulled into a false sense of security by an agency’s specific vertical industry experience or client roster. “Why does that matter? Do you need someone who knows your specific industry, or do you need someone who understands your objective and how to go to market and influence the market to achieve an outcome?”

Ultimately, the CMO, VP of Marketing, or Marketing Director, must be willing to dig deeper and ask tough questions. Don’t just accept canned responses or cherry-picked data – demand to understand the agency’s thought process and the specific team that will be working on your account.

Prioritization and Engagement: What to Expect from Your Agency

At the end of the day, Kelly emphasizes the importance of being a priority client, not an afterthought. “I’d rather pay a little bit more to be someone’s priority, to be their bread and butter than to be their afterthought,” he says.

Agencies, like any other service provider, tend to dedicate their best resources and most focused attention to their most valuable clients. By ensuring your business is viewed as a key priority, you’re more likely to get the level of care, creativity, and performance you expect and need.

The search for the right agency partner is not an easy one, but by heeding Kelly and Todd’s advice, CMOs and marketing teams can better navigate the landscape and find a true collaborative ally, not just a vendor. After all, your marketing success is on the line – so it’s worth the extra effort to find an agency that will go the extra mile. 

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