Don’t Hire a Marketing Agency Until You Ask These Questions
September 3, 2025
By Jane Dunigan-Smith
Key Takeaways
Ask Strategic Questions, Not Just Surface Ones
Don’t settle for flashy portfolios. Uncover how an agency thinks, solves business challenges, and aligns with your KPIs to ensure they’re a true strategic partner, not just an order taker.
Look for a Values-Driven, Collaborative Fit
Strong agency relationships are built on shared values, open communication, and long-term trust. A culture fit ensures smoother collaboration and better outcomes, especially in complex industries.
Evaluate Problem-Solving, Not Just Creativity
Great ideas are only part of the equation. The best agencies think critically, ask the right questions, and proactively address business challenges, not just produce good-looking campaigns.
Hiring a marketing agency can feel overwhelming. With endless options and big promises, how do you know who’s the right fit? The answer lies in asking the right questions.
To help, we turned to Jane Dunigan-Smith, Health Lead, Client Partnerships, who spent 19 years at Lilly working with agencies of all sizes. Now part of TrendyMinds, she brings not only her client-side perspective but also a passion for health, pharma, and life sciences, all while embodying the agency’s core values: Put relationships first. Bring your full self. Know the why behind the what. Think ahead and push boundaries.
Here are some essential questions Jane recommends asking before making your decision.
Will you act as a strategic partner, or just an implementer?
Many clients can make the mistake of viewing agencies as order takers. Jane has seen it firsthand: “People sometimes think of agencies as executors who just do what you ask. But you can get so much more value if you treat them as strategic partners.”
When an agency is kept at arm’s length, the work often falls short. But when you invite them into the process and share your broader vision, the results are stronger, more creative, and more aligned with your goals.
How do you approach solving business challenges, not just creating campaigns?
A slick portfolio doesn’t tell the whole story. What matters most is how an agency thinks. Jane explains: “It really comes down to open communication and understanding how they arrive at their recommendations. Ask what assumptions they’re making and how their ideas connect back to your KPIs.”
The strongest partners are proactive and agile. They stay one step ahead, challenge you in the right ways, and adapt to trends, new technologies, and shifting audience needs, not just produce flashy creative.
How will your strategy align with my business goals and KPIs?
Once you understand how an agency thinks, the next step is to see how their approach connects to results that matter. Jane suggests asking: “Do they really understand the challenges you’re facing, and can they show you examples where they’ve helped another client overcome something similar?”
The best agencies can back up their strategy with stories and case studies that prove impact. They may not have every answer on day one, but they should demonstrate how their past experience and approach can help you achieve measurable outcomes.
Can you share case studies, references, or certifications that prove your expertise?
A reliable agency should be transparent about the work they’ve done and the results they’ve delivered. Ask for client references and pay attention to how long those relationships have lasted, longevity can often signal trust and strong collaboration.
As Jane notes, “The longevity of relationships can speak to how an agency really works with their clients.” At TrendyMinds, this commitment reflects our core value of putting relationships first.
That same philosophy inspired our Agency of Preference model. Since our founding in 1995, we’ve used this approach to help enterprise marketers tackle complex challenges. By integrating strategy, creativity, and execution, the model ensures campaigns are not only consistent and efficient but also measurable and impactful.
How do you define meaningful results from vanity metrics?
Not all numbers are created equal. Jane advises looking closely at what an agency includes in its reporting: “Are they showing you meaningful results that tie directly to your campaign goals, or just surface-level data?”
For example, if your goal is signups, impressions or views aren’t enough. The right agency will focus on metrics that clearly show impact, not just activity.
Which engagement model is best for my needs, retainer or project-based?
The right model depends on what you’re looking for and where you are in your vision. If you already have an idea of what needs to be delivered and by when, a project-based model can be a great fit. Everyone is aligned on deliverables and timelines from the start.
On the other hand, if you need support developing the plan as well as executing it, a retainer model gives you more flexibility. It enables your agency partner to remain agile, adjusting to shifting priorities as your business evolves and ensuring that the most critical initiatives are addressed first.
How will you ensure cultural and values alignment with my business?
Culture fit is often overlooked, but it makes all the difference. As Jane puts it, “You’re going to spend a lot of time in dialogue with your agency, so you want to make sure the people will feel comfortable communicating openly and honestly.”
Beyond personalities, values matter too. Does the agency live by principles that resonate with your organization? Shared values help smooth inevitable challenges, especially in regulated industries like healthcare, where tough conversations can arise. At TrendyMinds, our values are based on relationships, foresight, purpose, and authenticity. These help us guide every client relationship.
How do you manage projects, communicate progress, and handle changes?
Clarity in project management is critical. To assess this, ask questions like:
How do you plan projects and track status?
How do you handle urgent needs or changes?
What does your performance reporting look like?
How do you measure success and adjust if things aren’t working?
Who will be on my team, and what roles will they play?
What capabilities do you bring in-house (video, campaigns, copywriting, etc.)?
What does your creative process look like, and how do you use data and AI?
The way an agency answers these questions reveals not just their process, but also how transparent, flexible, and collaborative they’ll be in real-world situations.
At TrendyMinds, our team of creative marketers has the depth and expertise to bring ideas of any scale to life, whether it’s hospital signage or a Super Bowl commercial. By blending strategic thinking with creative execution, we help brands tell stories that resonate and take their ideas to new heights.
Final Thoughts
Hiring a marketing agency is one of the most critical investments and relationships you can create for your business. Asking the right questions helps you move past the pitch and find a partner who understands your challenges, shares your values, and delivers meaningful results.