In the final analysis, the agency’s creative output has much to do with the client’s business success. But what can you tell, what can you learn by looking at an agency’s creative samples? Stated another way, when SHOULD YOU examine the agency’s work?
A successful agency review should never begin by evaluating agency samples or selecting agency candidates based on creative. Experienced
clients have learned that creatives move from shop to shop, and they also know that great clients generally contribute to great agency work.
By example, Client A is always immersed in the creative process. They contribute concepts, copy, layout and design. They guide and encourage
their less-than-assertive agency. But they both like it that way. In fact, the agency has been successful landing other clients very much like Client
A. Those are great matches of creative and chemistry.
What about your role as a client? Are you capable like Client A or that interested in ground-level involvement? Some clients want an agency that constantly offers fresh new ideas, new techniques, something cutting edge and somewhat daring. Client B demands much, but entrusts their agency’s creative team to produce and present options for
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consideration. Client B expects their agency to sell the creative and predict the ROI. But ultimately, even in a more passive role, the creative must be tailored to and have chemistry with EACH client. One size creative simply does not fit all.
What CAN YOU tell from creative work? Very little initially. It’s better to select your agency candidates based on attributes (relevant experience,
capabilities, services, size, location and more) rather than on what they’ve done for others. Selecting from samples blinds you to the
critical client/agency relationship, making it very difficult to judge an agency’s actual value to you.
When is creative relevant? AFTER you’ve identified your candidates using other techniques; AFTER you’ve spoken with those agencies;
AFTER they’ve had a chance to understand your needs and style for conducting business. It’s then and only then that each agency should
be allowed to present their most appropriate work; work which was produced under similar circumstances for similar clients.
NOW you’re in an excellent position to judge!
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UK & Europe 
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