Corporate Culture

It happens all the time. A company is looking to do great marketing and they get into a relationship with a firm that doesn’t mesh well in terms of corporate culture. It might have started out great, from the first call to the kickoff meeting at the agency’s office. You got acquainted with everyone, and you loved the pool table in the staff room and the wine fridge in conference room one. Fast forward a few months and you’re left wondering why you’ve been passed through three different account managers, the work isn’t what you had hoped it would be, and your boss is losing faith in you by the minute. This is not an uncommon narrative; it happens a lot more than any one agency would like to admit.

So, where does the breakdown usually exist? It’s usually a result of DNA; i.e. corporate culture. That’s not to say it is the fault of the client or the agency (although that is sometimes the case). Most of the time it is simply a difference of values, priorities, and personalities that cause a client and an agency to head for a breakup. It’s not all bad news, though, because there are a number of things you can do when seeking a new agency to ensure that when your corporate cultures mix, it won’t lead to an unhinging.

1. Check out the talent on LinkedIn, Behance, and Dribbble.

It’s always important to do your own due diligence. An agency will come in singing the praises of their team to get your business, but it’s best to form your own opinions. Much like when you go to the store, it’s important to check out products before putting them in your cart. Looking up the agency’s creative and account teams will give you the clearest picture.

Check out the designers, copywriters, and tech team on platforms like Behance or Dribbble. Even their Instagram is likely to tell a story about the calibre of creative you can expect. Have they worked on projects that prove they would do a great job with your brand? Have they done things that impress you? If you can’t find any of the creative team online, you’ve got bigger things to worry about because this usually means one of two things: they’re either not proud of the work they’re doing, or they are too fatigued creatively to maintain their portfolio which means they’ll have little spark to dedicate to your brand.

Don’t just look up the partners or the C-level executives, as they often step back once the proposal is signed. Check up on the people who you will actually be working with day to day. LinkedIn is a great tool to look up account managers to see their track record of longevity with a company. If the employees at the agency you’re in talks with seem to jump ship after a couple years (especially within the same city), this should be a major red flag. If an employee is paid fairly, treated well, and working on meaningful projects, why would they need to go anywhere else? Flighty employees are usually a sign of negative things at play. Furthermore, switching account managers can be a serious hassle due to the time it takes to get comfortable with the new person, and the hours you lose as they get up to speed on your account.

2. Call your connections.

Most agencies have case studies and testimonials on their website, and you should read those. You should also ask around to your respected industry connections and get a temperature check. Often, doing so will paint a very clear picture of the road that lies ahead. Even if most of what you hear is positive and simply reinforces your inkling to choose a certain agency, having knowledge of their weaknesses is a good way to mitigate negative outcomes in the future. For example, if you hear that an agency does amazing work at a fair price but often gets the work done right under the wire, you’ll know to backup your communicated deadlines.

3. Spend real time with the agency.

It’s not unconventional to ask a prospective agency out for dinner or drinks. A relaxed setting that is outside of the agency’s comfort zone will allow you to get acquainted as people first and marketers second. Casual outings also allow for more candid questions so you can get to know people faster. After all, people do business with people, and a corporate culture is made up of just that.

An even bolder choice, yet? Ask your potential agency to bring those who you will really be working with so you can feel out the vibes. It could be the difference between a home run and a missed connection. Maybe the new business person is a snore, but the account manager you’ll be paired with is a star. Plus—the creatives can be a blast once you get them out from behind their desks.

4. Understand the agency’s goals.

Just like in the world of dating, every company has their dealbreakers when it comes to business relationships. For example, you might be extremely budget-conscious, but not worry too much about deadlines. Or, maybe you’re looking for an agency to push your creative limits and you don’t care much about what investment is needed to get there. Figuring out an agency’s why is a great way to determine if your relationship will shine bright.

It all comes down to the art of listening. Often, you can tell an agency’s priorities through their website and social media. If they preach project management, they’ll likely run a tight ship when it comes to budgets and deadlines. If they talk a lot about strategy, they’re likely results-focused and analytical. If they talk about awards, they are probably interested in pushing creative boundaries. It’s hard to turn an agency against their grain, so it’s best to pick one that aligns with your goals for your brand right off the bat.

There are plenty of steps to take when finding the best fit for your corporate culture. At the end of the day, if it feels right then it just might be so! Happy hunting.