1. - -Make sure the agency is financially sound. This means you may have to do more due diligence upfront.
2. - -Ask for the agency's average client size and average marketing budget to make sure it is a good fit.
3. - -Establish a budget range and pricing plan upfront.
4. -Ensure the agency has staffing resources or partner relation-ships to handle your needs.
5. -Select a partner that understands your business and your industry.
6. -Look for an agency with strong analytics capabilities and find out how it will prove ROI.
7. -Identify a team or a person on the client side to coordinate agency relationships, particularly if multiple agencies are involved.
8. -Be clear about your business objectives and have a road map for delivering results.
9. -Coordinate global marketing efforts and meet regularly with marketing and agency counterparts in global regions.
10. -Make sure there is a good fit culturally between your people and the agency's people.
Sources: Michele Harris, president, Smarti Solutions, New York; Jeff Hayzlett, CMO, Eastman Kodak Co.; Kevin Kelso, exec VP-CMO, Farmers Insurance Group