The right agency is not simply the one with the most striking presentation. A useful partnership needs a clear scope, compatible ways of working, and honest evidence. These questions make an initial conversation more productive.
1. How will you understand our business?
Look for questions about customers, sales, operations, and constraints before channel recommendations. The agency should be able to explain how discovery informs the work, rather than treating it as a ceremonial kickoff.
2. What did you actually do on this project?
Ask which services the agency delivered and which responsibilities belonged to other partners. A polished project can involve many contributors. Specific attribution is more useful than an impressive name alone.
3. What is included—and what is not?
Discuss deliverables, revisions, dependencies, production needs, access, and responsibilities. A proposal should make boundaries readable. Compare scopes before comparing prices.
4. Who will we work with?
Clarify day-to-day ownership, communication, approvals, and how specialists join the project. Understand how your internal team fits into the plan. The working relationship matters as much as the creative presentation.
5. How will we know whether the work helps?
Agree on useful indicators and the limits of available data. Ask how reporting leads to decisions. Be cautious of guarantees that ignore market conditions, budgets, or the quality of the underlying offer.
6. What happens when priorities change?
Business needs shift. Discuss how scope changes, new requests, delays, and handoffs are handled. Do not assume an agency’s general process is a substitute for terms agreed in your own project.
Bring the same brief to each conversation. Compare the quality of the questions, the clarity of the scope, and the relevance of the work.
From the work
Hart Lighting’s documented scope includes a custom studio set, photography, videos, and a product website. McCorkle’s scope includes print and trade show materials as well as digital work. Ask about the actual contribution, not just the client name.
