Selecting the right marketing Agency is one of the most important decisions a company can make for its Brand's success. A misaligned Agency can result in wasted resources, lost productivity, and damage to brand reputation. Remember the infamous Pepsi ad in 2017 that led to endless criticism and backlash? Hence why we believe Hiring The Wrong Agency Is A Fireable Offense. 

According to the 2024 Setup Marketing Relationship Survey, 75% of Clients find the Agency selection process time-consuming, and 77% feel it’s far from simple. With stakes this high, it’s no surprise that referrals and word-of-mouth remain the most common ways Clients discover new Agencies, as trust is imperative. 

In 2025, businesses need a thoughtful and strategic approach to identify the best Agency partner to fit their needs and solve their specific challenges, especially as marketing demands evolve. 

Since Setup is the marketing matchmaker for both Brands and Agencies with an understanding of what both sides need, we’ve developed multiple guides to assist Clients in finding and selecting the right partner. 

Here are 6 necessary tips that will ease the Agency selection process:

1. Understand Your Brand’s Needs

Before you even start looking for an Agency, get crystal clear on your objectives. Do you need help with branding, social media, content creation, shopper marketing, or something else? 

According to the 2024 survey, branding/identity and social media are top priorities for most Clients, with shopper marketing growing in importance. Define your goals and what is most important to your Brand by outlining them and ensuring your Agency can meet those specific needs.

• Action Item: Define your marketing goals and gaps by filling out a Request for Proposal (RFP).

• Action Item: Once your goals are clearly outlined, match them to your Agency’s expertise. For example, if you’re looking to improve brand identity, choose an Agency with a portfolio of successful branding campaigns. 

Need help evaluating your current or potential Agency? 

For evaluating current partners: Ensure your current Agency partnership is delivering maximum value with Setup’s Existing Partner Agency Scorecard—an insightful tool to assess performance, align goals, and strengthen collaboration for better results.

For selecting potential partners: Streamline your Agency selection process with Setup’s Agency Scorecard—an essential tool to evaluate, compare, and choose the perfect marketing partner to drive your Brand’s success.

2. Leverage Referrals + Research

Referrals and word-of-mouth remain the go-to for finding marketing Agencies, and it’s easy to see why: trusted recommendations save time. Ask colleagues or industry peers for suggestions, but don’t stop there. Dive deeper into online reviews, case studies, and Agency credentials. Agencies that are highly recommended often have a track record of strong partnerships, but it’s essential to evaluate their work and ensure it aligns with your needs.

• Pro Tip: Agencies with proven expertise in your industry can save you the ramp-up time required for onboarding. Look for partners who “get” your sector. At Setup, we offer both an In-Network Agency Search and Custom Agency Search to make sure your future Agency partners align with your needs and expectations, saving you time, money, and resources. 

To explore how these services can best set you up for success with the right partner, check out our services page here and testimonials from Clients we’ve served below:

 3. Prioritize Chemistry + Communication

Building a strong Agency-Client relationship isn’t just about capabilities—it’s about chemistry and communication. A lack of understanding and poor communication are leading reasons why partnerships fail. Clients in 2024 highlighted “deep business understanding” and “effective communication” as top priorities for ideal Agency partners. Chemistry also remains critical in the selection and retention process.

• Action Item: During introductory meetings, pay attention to how the Agency listens, communicates, and asks questions. Their curiosity and understanding of your business are good indicators of compatibility. Here are tips on how to build more chemistry in your Agency-Client relationship. Use trial projects or smaller engagements to gauge how well your team and the Agency collaborate before committing to a long-term contract.

If you want to get deeper, you can consider performing a Chemistry Check with the top Agencies you are considering. What is a Chemistry Check? Essentially, it is scheduling dedicated time to connect with your potential partners to discuss topics like work style, the potential partnership, values and values alignment, and of course, gauging personalities. What is the Agency’s work style? How do they approach partnerships like yours? What are the Agency’s core values? Do they live those values? How? Are their values aligned to your values? Do you like the personalities of the folks you will be working with? Are you talking with the people who will actually service your account? Do you “click” with them on the early calls? 

As a part of Setup’s Custom Agency Search process, we facilitate and lead Chemistry Check sessions, and find the process an important part of signing on with a new partner. Learn more about the Custom Agency Search Process here.  

4. Look Beyond the Agency Pitch

A dazzling pitch doesn’t guarantee long-term success. Agencies often excel in presentations but may lack the follow-through needed for sustainable results. This blog by Setup Founder and CEO, "Hiring the Wrong Agency is a Fireable Offense," emphasizes the importance of looking for evidence of sustained impact rather than just flashy promises.

• Pro Tip: Request case studies or Client testimonials that highlight the Agency’s ability to deliver results over time. While spec work is sometimes useful, it often will eliminate potential partners since Agencies do not have the time or resources to work on a project without compensation. Evaluate the Agency’s capabilities from case studies that emulate similar projects and industries, and be sure to get the guarantee that the team that pitched is the team that will be working with you.

5. Consider Long-term Value, Not Just Short-term Cost

While budgets matter, the cheapest option can be costly in the long run. Agencies that align their strategies with your long-term goals offer far more value than those focused solely on short-term wins.

• Action Item: Focus on Agencies that emphasize strategy, innovation, and measurable outcomes rather than bargain-basement pricing. You want an Agency who will be a challenger, pushing back and working alongside you to lead to the best results. Agencies who act as a part of your team are the goal. 

6. Evaluate The Agency’s Approach to Onboarding

An effective onboarding process sets the tone for the entire partnership. Agencies that prioritize learning about your business, competitors, and industry dynamics are more likely to deliver impactful results. Setup’s guide to Agency Onboarding emphasizes how structured onboarding ensures alignment from the outset.

• Action Item: During the selection process, ask the Agency about their onboarding plan and how they approach understanding Client businesses. Understanding a Client’s Business was one of the highest ranked priorities for Clients in 2024. If the Agency doesn’t understand or is unwilling to learn about your business at the beginning, then it may not be worth pursuing a relationship for the long haul. 

• Pro Tip: Set clear KPIs and ask the Agency how they track and report progress. Transparency is key to avoiding Agency breakups. Clear expectations and accountability mechanisms can prevent misunderstandings down the road.

Choosing the right marketing Agency in 2025 is about more than finding a vendor—it’s about building a partnership that can adapt to your needs, communicate effectively, and drive long-term results. Start with clear goals, leverage trusted referrals, and prioritize compatibility and communication. Remember, the right Agency won’t just execute campaigns—they’ll act as an extension of your team, helping your Brand navigate challenges and seize opportunities.

If you’re ready to take the guesswork out of Agency selection, Setup specializes in connecting Brands with the perfect Agency partners. With over 1,200+ connections and counting, we aim to leverage our Agency expertise and relationships to alleviate your stress and get you equipped for a successful year, operating as the “Go-to marketing matchmaker” for all marketers.

Let us help you find the right match to set you up for success in 2025. Connect with us today!