One of the toughest decisions for client-side marketers and communicators is determining whether their agency can properly deliver specialized services.

Here’s a scenario.  A company wants to evangelize its positive environmental record but it needs agency resources to help with the strategy and develop a campaign.  Should the company choose its generalist agency or should the client find a firm that specializes in environmental communications?

Another situation.  A client-side organization develops products or services that it wants to market to small business owners for the first time.  Its current agency is great with mass consumer programs, but the marketer has been contacted before by SMB-specialist agencies.  Who should the organization choose for this initiative?

We could easily substitute other “hot” areas such as social marketing, corporate social responsibility, or marketing to aging Boomers as possible assignments where a similar decision may need to be made.

Let’s throw in another complicating element.  Most agency leaders believe they can provide all kinds of niche services, even if they don’t have the track record to back up those claims.  It’s in their DNA as entrepreneurs to hunt for more work and expand their offerings.

Faced with these choices, what is a marketer to do?  After all, there are about 5,600 marketing agencies in Canada, according to Dun & Bradstreet.  While each client situation has its nuances, here are some basics to follow.

First, the client needs to think about and document the key criteria that it wants its agency to possess. Criteria factors could include size, location, and relevant client or category experience. The client then needs to assess which agency has the resources and proven track record to deliver against the criteria.

Second, the client needs to have a frank conversation with its existing agency to see if it can truly deliver the specialized service the client wants, or if the agency is using smoke and mirrors as its convincing argument. 

Third, the client needs to make the right call on integration. Whether it is an environmental campaign or a new Boomer initiative, determine which agency or agencies can best integrate the campaign with core marketing activities.

Answering these three very basic questions will usually lead the client to the right decision.