Rule of thumb 1: size matters
If your account value to an agency represents less than 30 percent of their current total billing, they are probably too large of any agency for you. My company, Applegate Media Group, for example, specializes in client media billing between $5 million and $10 million annually -- that is where we are best able to make a real difference for our clientele. Likewise, a client that has that level of budget should clearly understand the playground a given agency plays in based on its budgets.
If your annual media budget is $100,000, we may not be the best choice, ditto if it's a $100 million, and a good agency will recommend alternatives to clients that don't fit their budgetary sweet spot. Letting an agency play out of its league is an easy way to lose a client, and likewise, clients with relatively smaller budgets should work with an agency that specializes in that arena to ensure outstanding service. You don't want to be a small fish in a large pond. Be honest about budgets and work together to determine, right up front, if you are compatible.
Warning signs your agency might be too big for your budget:
- The agency says, "I'm really busy right now," or, "as soon as I finish up with (insert client du jour here)."
- Meetings are regularly cancelled and rescheduled or there is just a general feeling that you are not receiving the attention you want. You, as the client, should feel like a king (or queen) and be appreciated and counseled properly. All clients, regardless of budget, deserve to be valued and are important to the right agency.
