We aren’t the only agency you should be talking to.
Before you go calling our competitors, let’s define what agency actually means: an agency sources and manages “agents” based on client requests. In our case, we have an internal team that acts as “agents” for our local clients, and we coordinate with teams closer to the destination when our clients aren’t down the street from our office.
In fact, many of our larger clients work with multiple marketing teams, who each have a specialty that they excel at. For small-to-medium businesses, this likely won’t be the case. But, when you’re managing multiple brands in a multinational portfolio, you need to have teams at different levels, in different countries, and with different skills to really make a giant impact.
At Giant Shoe Creative, we understand the North American market and specialize in helping global brands make sure their content lands properly here. And, we have made many great connections in other countries – so for our friends looking for marketing agencies to help them scale into Europe, Asia, Africa, or anywhere else around the globe, we’re happy to help make sure you get the right solution.
The first thing we recommend when we’re advising about finding partner agencies is to look past the portfolio. Pay attention to how they ask questions, how they explain their process, and whether their past work actually solved a business problem, not just whether it looked nice. Most teams have a talented photographer (ours are the best, but that’s a conversation for another time).
What many teams are lacking is talented strategists, analysts, and leadership, who know more than just how to take a great photo; in our industry, it matters more where the creative lives, who it speaks to, and what actions are being driven by it.
This one comes up a lot, usually from a business owner who’s been burned once already by an agency that talked a great game and delivered generic work. Fair. Here’s how I’d think about it from the account management side of the table.
Start with the portfolio, but read it differently than most people do. Don’t just ask “do I like this?” Ask “did this work for the client’s actual goal?” A beautiful campaign that didn’t move the needle on leads or sales is a warning sign, not a selling point. Ask the agency directly what result each project drove, and see how specific the answer is. Vague answers usually mean they didn’t measure it, which tells you something about how they’ll handle your project too.
Next, pay attention to the conversation itself. If you’ve gone through the rounds of procurement a few times already, this should all sound familiar.
A creative agency worth hiring is going to ask you more questions than you ask them, about your customers, your competitors, what’s worked and failed before, what success actually looks like for you.
If the first meeting is mostly them pitching packages, that’s a sign they’re selling a template, not a strategy. Even though clear pricing is important, it’s paramount that the deliverables are tailored to your goals, and not checking boxes.
Ask about team structure and process before you sign anything. Who will actually be doing the work? Is it the people in the pitch meeting, or does it get handed off? How many rounds of revisions are included, and what happens if you need more? What does the timeline actually look like, week by week?
Agencies that answer these clearly, without getting cagey, are usually the ones who run tight, well-managed projects. This doesn’t mean you only work with people where the owner is also the founder, lead designer, and head photographer. But it does mean being aware of how different structures fit within your needs.
Finally, talk to a reference. Don’t just watch a testimonial on their website (do that as well), but reach out to an actual past or current client. Ask what surprised them, good or bad, over the course of the relationship. Every agency will show you their best work. A reference call is where you find out what it’s actually like to work with them week to week, which is what you’re really buying.
If you’re looking to grow your reach, and find an agency to help localize in the Canadian market that tailors work to your goals, you’re in the right place. Let’s book a call so we can get to know each other!
