Selecting an advertising agency for your marketing and promotion needs is a decision that should not be made lightly. There are a number of factors which must be considered. If you ignore any of these factors, the results of your relationship with the company that you ultimately choose could be less than desirable. To begin with, you will want to make sure to select an agency that is capable of delivering all the services you are going to require for success. Not only that, you will also want to choose one that offers pricing within your budget. Whether you work with a local agency or national firm, you will want to do business with an agency that has experience working with companies the same size as yours.
If your advertising needs are very simple, then you may not need to work with an advertising agency at all. For example, if all you need is a good sales letter or a nice brochure, then you could probably get by with just employing a freelance writer or graphic designer. However, if your campaign is going to be more extensive than that, including a number of different types of ads (perhaps even on the radio and television), then you will need to work with an agency which is capable of providing much larger advertising services.
There are pros and cons involved with selecting a large agency verse working with a smaller one. If you are targeting a specific geographical market, then it might be a good idea to find an agency located within that market who understands the area well. However, you shouldn't feel limited to this option, especially since email and video conferencing are widely used in any collaborative process these days. There are many agencies that work in only one specific industry (ie. Automotive, Computer, etc…). Finding an agency that caters to and understands your specific market and geographic location can be helpful.
As a smaller company, you may be tempted to work with a large agency. However, you should keep in mind that one of the advantages of working with a smaller agency (other than a lower price) is that you are more likely to have access to their top talent and receive more direct attention with your project. Smaller agencies often have a more hands on approach giving your business a greater attention to detail.