Advertising, Public Relations and Web Agency Comparison Worksheet

This worksheet is designed to help you objectively evaluate agencies. It follows the principles outlined in our article, “How to Choose an Agency.” This assumes that the unqualified candidates have already been eliminated from consideration and that all remaining agencies are within your budget.

To complete this form, rank each on a scale of 1-10, with 10 being the best. By the time you’re done, a leader should begin to emerge. If not, try multiplying the agency’s score times the “Value” column and total each agency. Of course, there are many factors and the decision should not be done by a formula, but an exercise like this can be helpful.

  Value to Me Agency A Agency B Agency C
Skill Set

Can the firm do all or most of the tasks needed?

       

Proposal
Does the proposal suit my needs and demonstrate that the agency understands my situation?

        

Chemistry
Do I enjoy working with the proposed account team?

        

Philosophy & Leadership
Do I like this firm’s approach to marketing?

        

Value
Do I feel like I will get a good value for the money I spend with this agency?

        

Experience
Does this agency and account team have the experience to handle this assignment?

        

Size Fit
Is the agency large enough to handle my needs?
Small enough that my account will matter?
Will I really have the attention of the most senior people?