1. Do they ask more than they talk?
A good agency bombards you with questions in the very first meeting. They ask about your business, your customers, your competition, and about what you've tried and what didn't work. A bad agency immediately shows you a presentation of everything they can do.
If an agency arrives at the first meeting with a finished solution before they understand your problem, run.
2. Do they have references from your segment, or at least a similar one?
Branding for a real estate development project is different work from branding for an e-shop. Employer branding for a manufacturing company requires a different kind of understanding than a campaign for a startup.
Don't just ask, "Who have you worked for?" — ask, "What exactly did you do for them, and what was the result?" Numbers and concrete outcomes are key. If an agency can't tell you what it delivered, that's not a good sign.
3. Who will actually work on your project?
This is the question people forget to ask most often. Large agencies send seniors to the pitch, but then it matters how the team actually works and who your day-to-day contact will be.
Ask directly: Who will work on the project? What does the team look like? Will you have a single, consistent point of contact who holds the whole thing together? It's not about how many years of experience a given person has — it's about whether the team has a clear structure and you know who to turn to.
4. What do their reporting and communication look like?
Do you know the most common complaint about agencies? That the client has no idea what's going on until the invoice arrives. A good agency keeps you informed along the way, explains its decisions, and shares data. It's not just about regular reports — it's about whether they can explain to you why they're doing what they're doing.
Before signing the contract, ask: What does your standard reporting look like? How quickly do you respond to messages? What happens if the results aren't going to plan?
5. Do they tell you things you don't want to hear?
The best agencies are the ones that honestly tell you when your idea isn't a good one. Or when your product needs a different solution than the one you originally had in mind.
If an agency agrees with everything you propose without a single objection, be on your guard. Either they have no opinion of their own, or they're only telling you what you want to hear. Look for a partner, not a vendor.
What does this mean?
Choosing an agency isn't about finding the cheapest or the biggest. It's about finding a partner who understands your business, talks to you openly, and can show concrete results.
If you'd like to talk through what such a partnership could look like, we'd be glad to meet you for a no-obligation consultation.