So you have a budget, but you are just in a business that is just inherently lame. Face it-- there are a number of you out there, and a lot more boring businesses that cool ones. If you are the client in that more staid business, and the other anchor clients at the interactive agency are all just cooler than you, you have to asses what that agency's expertise will do for you.

If the other brands at your agency are cooler than your brand, figure out if this will help you or hurt you. If you are in a position to let your agency do what they claim to do best, then you should expect great work from an agency with lots of cool brands. You may feel you have to keep tight reigns on what your agency creates, to keep your brand positioned properly.

If you feel you need to control your agency to protect your brand, you certainly do not want to be the uncool brand in an agency full of cool brands. The best talent in the agency will not want to work with a client that controls the work and does not have an inspirational brand.

If you want to be at the agency but your company holds the reigns too tightly, then you need a new job more than a new agency. Don't force the creatives on your account to say to themselves, "Oh please God, get me off of this soul-sucking, vortex-of-doom account that is killing my creativity. If I have to sit through another project that talks about the how long-term interest rates are fundamental to people's lives, and how we can really get consumers interested in financial products, I think I will off myself and my co-workers."

There is always a client with a lower cool-quotient than you. Well, unless you are promoting drugs for "restless leg syndrome," or "Snuggle" fabric softener. Then, by all means, "off" yourself and your co-workers before your foist one more of those ads on us.

Be the client the creatives at your agency want to work on and you will be happy working with your agency.

Next: They can't do the math