How do you choose the right ad agency?
The first question you should ask is, do I really need one? Most companies who are looking to send a particular message to a certain community will often think they need help in doing so. Hiring an in-house marketing person rarely proves to be cost-effective because of the lack of resources available to them. This is when companies go out and hire an ad agency. An Ad Agency in Phoenix will often have their own graphic designer, creative team, digital team, media buyer, etc. But please do not get fooled by their fancy offices, extra thick business cards, or any other fluff. Many ad agency owners are just used car salesmen. They are fast talkers and come off as influencers to sell the illusion of credibility. They talk using big numbers with an extreme amount of confidence to make the sale. The bottom line is, they are not selling anything of their own. They are just selling the Facebook, Google, Yelp, TV, Print, or billboard interface to their clients for a commission. In case you are not aware, it is the exact same Facebook, Google, Yelp, TV, Print or Billboard interface everyone else has access to. All of us know how to build ads, run them, and track the results. It is not brain surgery; it is time-consuming. I believe if you were to take the same budget and the same agenda to a high-end agency, a medium-sized agency, and a small agency, you will likely find comparative results. You will not see larger returns because you paid the high-end agency a higher commission. It is all an illusion.