Advertising agency is an independent organization that provides one or more specialized advertising and promotion related services to assist company in developing, preparing and executing there advertising and other promotional programmes
What is their attitude to costs? Will they save us money?
How will they relate to our media buying agency/other specialists?
How important to them will our account be? Will we be one of their larger accounts, or simply a small fish in a very large pool?
Will they fit with our ways of working? Are they willing and able to be business partners, or will they simply be suppliers? (This depends – of course – on how we see our own style of dealing with agencies)