Find and hire an advertising agency

Advertising agencies specialise in planning, designing and producing campaigns for their client companies. They can provide businesses with in-depth knowledge of the advertising industry, as well as the creative flair to produce innovative ideas.

Costs can vary depending on the agency's reputation and experience. However, if the advertising campaign is successful in generating new business, this additional income can often offset any outlay.

Consider what you want from an advertising agency. Who are your customers? What sort of image do you want to create? What is your advertising budget? Having a good idea of what you want before you approach an agency will save time and energy.

Find an agency

It is important to 'shop around' to find a suitable agency for your requirements. Information can be gathered from a number of sources:

Look in your local Yellow Pages and Thomson directories under 'Advertising Agencies' for agencies based in your area. Or visit www.yell.com for an online version.

Use the internet to search for a suitable agency. While an agency further afield may look promising, bear in mind potential travel expenses.

Ask friends and business associates about their experiences with advertising agencies. Word of mouth is often the best recommendation.

Consult the Institute of Practitioners in Advertising (IPA), the professional body representing advertising agencies (freephone: 020 7235 7020). Members of the IPA must satisfy critical criteria prior to acceptance.

Initial meetings with agencies are usually free and they will often provide you with a presentation of work carried out for existing clients. Are you and your colleagues impressed with this work and the manner in which it is presented?

Hiring an agency

During this initial meeting, it pays to enquire about costs. Does the agency work on a fixed fee, ad hoc fee, or commission basis? How does each agency plan to monitor the effectiveness of their advertising? You may also wish to talk to their existing clients for a first-hand perspective.

If you are unable to come to a decision you can invite a number of agencies (usually no more than three) to take part in a pitch for your business. You must provide a brief of what you wish to achieve and your budget, inviting them to create and present an advertising strategy for your business. You can consider these proposals and choose a suitable agency based on the work presented.