How to choose an agency beyond the presentation
The questions that reveal whether an agency understands your business, rather than just your brief.
Start with the problem
Before looking for an agency, be clear about what needs to change. A business that needs stronger positioning has a different challenge from one that needs a more consistent publishing schedule. When the problem is vague, almost any proposal can look relevant.
Ask how they think
A useful agency conversation should include questions about your audience, your offer and the way your business operates. Ask what they would need to understand before recommending a direction. Their questions can tell you as much as their portfolio.
Make the relationship clear
Agree on responsibilities, deliverables and how decisions will be made. Discuss what success means and which outcomes can reasonably be measured. A strong relationship needs clarity from both sides, especially when priorities change.
Look for a reason behind the work
Creative execution matters. So does knowing why it is right for the business. Ask an agency to explain a decision from a previous project. The explanation should connect the work to an audience, a problem and a purpose.
Brand & Communications Strategist based in Amman. Curious about brands, people and the decisions that connect them.