After spending decades in the PR and marketing world, participating in countless agency competitions across four different countries, I’ve learned a thing or two about what clients are looking for. What’s essential, what’s a nice-to-have, and what to avoid at all costs. Now, for the first time, I’m on the other side of the table.
I’m helping a client publish an RFP and select the perfect agency to meet their needs. Drawing on everything I’ve learned in my 30+ year agency career, I’m approaching this process with a deep understanding of what it takes to win an agency competition in Ottawa—or anywhere else. Here’s my guide to finding the right fit, with insights from both sides of the process.
Understanding your Agency Needs
The first step in any successful agency selection process is clarity. Start by defining what success looks like for your organization. Is it increasing brand visibility, driving measurable sales growth, or launching a new product? Next, consider the specific services you require—whether it’s digital marketing, public relations, content creation, or a combination of specialties. It’s equally important to think about your own culture, values, and preferred ways of working. Do you want an agency that will integrate seamlessly into your existing processes, or are you looking for a disruptive, fresh perspective?
In Ottawa, where there’s no shortage of agencies with expertise in these areas, getting this clarity upfront will ensure you attract the right fit. From my experience, both as a client and as someone who’s pitched to hundreds of clients, I know that when your needs and expectations are well-defined, agencies can tailor their pitches effectively—and that makes all the difference.
As a client, I’ve worked hard to define exactly what my client needs: not just broad capabilities but specific deliverables and outcomes. This clarity ensures that we attract agencies equipped to solve our unique challenges. On the agency side, I’ve seen how tailoring pitches to address specific needs can make all the difference.
Once you’ve defined your needs and goals, it’s time to research and shortlist potential agencies. This is where the real work begins, but trust me, doing your homework now will save you countless headaches down the road. Start by asking yourself: what kind of agency will best suit your business? In my experience, there are no one-size-fits-all solutions—it’s about finding the right fit for your unique needs. Leverage your network for recommendations; a trusted referral from a peer can lead you to an agency that’s already proven its worth.
Don’t stop there. Use platforms like LinkedIn, Google, and industry directories to expand your list. Look for agencies with a strong online presence that showcase their expertise and align with your business goals. Pay attention to their size and focus—larger agencies might offer a broad range of services, but smaller ones often provide more personalized attention. Horses for courses, as they say. Tailor your shortlist based on what matters most to you.
Vetting Agency Partners
Once you have a few contenders, dig deeper. Review their history, mission, and values to ensure they align with your business ethos. Check sites like Google Reviews and Glassdoor to see what past clients and staff have to say. Taking the time to thoroughly vet potential partners will give you confidence that your final choice will not only meet your needs but also share your vision for success.
With your shortlist in hand, the next critical step is to assess the expertise and experience of each agency—but more importantly, the people behind the work. At the end of the day, you need to like and trust the individuals you’ll be collaborating with. These are the people who will help you scale your business, and you want to feel confident in their abilities, their approach, and their understanding of your goals.
I remember once asking a prospect why she chose our team. Her response stuck with me: “You guys really get me. You understand my world. You’ve already done what I want to do many times.” That’s the kind of confidence and connection you should look for. It’s not just about skill sets and specializations—it’s about finding a team that truly understands your business and your vision.
Of course, their expertise matters too. Look at their specific strengths—whether it’s digital marketing, SEO, or content creation—and make sure they’ve got a proven track record in the services you need. Case studies are invaluable here. They show you how the agency has solved problems and delivered results for businesses like yours.
Finally, dig into the backgrounds of the key team members. What’s their experience? Do they bring the knowledge and creativity needed to craft strategies that work? A strong, well-rounded team can make all the difference, ensuring your strategy is as comprehensive as it is effective. In the end, it’s not just about hiring an agency—it’s about finding partners you trust to help your business grow.
An Ottawa Agency’s Portfolio
The agency business is, at its core, a relationship business. If an agency has strong, long-term client relationships, it’s usually because they can deliver the goods—and they’re nice people to work with. Reviewing an agency’s portfolio is an essential step in evaluating whether they’re the right fit for your business. Past projects give you a firsthand look at the quality of their work and the types of clients they’ve served. Diversity in their portfolio is a good sign, as it shows they can adapt and bring creativity to a range of industries and challenges.
But don’t stop at the portfolio. Client testimonials and reviews are invaluable for understanding an agency’s reliability and effectiveness. They’ll give you insights into how the agency communicates, meets deadlines, and handles challenges. If you can, reach out to past clients directly—it’s a great way to get an unfiltered sense of what it’s like to work with them.
Case studies are another critical tool for evaluation. They go beyond showcasing work and provide a window into the agency’s problem-solving approach and measurable results. Here’s my tip: be prescriptive about how you want case studies presented. Ask agencies to provide clear details about the challenges they tackled, the strategies they implemented, and the outcomes they achieved. That way, you can compare apples to apples when making your assessment and focus on finding an Ottawa agency that truly aligns with your goals and values.
In the end, a great agency isn’t just about their work—it’s about their people. If they’ve built strong client relationships, chances are they’ll do the same with you.
As you search for the right agency, understanding both the big picture and the finer details of your budget is crucial. No one likes surprises on the invoice, so it’s important to get clear on what you’re paying for and who will be doing the work. Start by defining your budget based on your goals and the return on investment you expect. Be realistic about what you can afford, but also factor in the level of expertise and service you need to achieve your objectives.
Agency Pricing
When requesting proposals, look beyond the total cost and dig into the details. Some agencies offer fixed packages, while others provide custom quotes tailored to your needs. Either way, make sure you understand exactly what’s included and whether there could be any additional costs later on. Transparency is key to avoiding hidden fees or unexpected expenses down the line.
Here’s a tip: ask the agency to break down the hours each team member will dedicate to your project within the agreed budget. This ensures you know who will be working on your business and avoids the dreaded bait-and-switch scenario where you end up with interns instead of the experienced professionals you were promised. It’s not just about the cost—it’s about ensuring value for your money.
In the end, the cheapest option isn’t always the best. A reputable agency with the expertise to deliver great results can be worth the investment, saving you time and money in the long run. By balancing your budget with the quality of services offered, you’ll be in a strong position to find the best agency for your needs.
Once you’ve narrowed down your shortlist, it’s time to schedule consultations with the agencies you’re considering. Think of this as a first date—a charisma check to see if there’s a spark and whether the agency’s style and approach align with your business. This is also the start of negotiations, laying the groundwork for the terms and conditions of your eventual contract.
Come prepared with a list of questions to help you dig into the agency’s approach, capabilities, and compatibility. Ask about their process for developing strategies, how they measure success, and how they handle challenges or setbacks. Communication is another key area to probe—how often will you get updates, who will be your main point of contact, and what channels will they use? Good communication is the foundation of any successful partnership, so transparency and responsiveness are non-negotiable.
Agency Personality
Here’s my tip: if you’re holding a beauty parade where agencies come in to present their proposals, keep their presentations short. Use most of the time for conversation, asking your questions, and getting to know the personalities of the people you’ll be working with. You want to assess not just their expertise but also their enthusiasm and commitment to your business. The consultation should feel like a collaborative dialogue, not a one-sided sales pitch. By the end, you should have a clearer picture of whether this is the right fit for a productive partnership.
Signing the contract with your chosen agency is a bit like getting married—it’s a formal commitment that sets the tone for your partnership. Both parties need to have a clear understanding of what they’re undertaking. While it’s essential to outline key details such as fees, expenses, payment terms, and service levels, it’s equally important to leave a little room for flexibility. As your two organizations begin working together, there will undoubtedly be adjustments and adaptations along the way.
Over the years, I’ve worked in every kind of contractual arrangement you can imagine—from simple handshake deals to highly structured agreements with global enterprises. Through it all, I’ve relied on my ethical and moral compass to guide my obligations and allegiances, and I’ve found that the best agency relationships are built on that same foundation. That’s what you really want in an agency partner: someone you trust to act with integrity and prioritize your shared goals.
When finalizing the contract, make sure it reflects the discussions you’ve had during the selection process. Be thorough—include timelines, deliverables, and clear expectations—but don’t shy away from discussing any concerns or changes. A good agency will be open to negotiation and willing to collaborate on a deal that works for both sides. It’s also wise to include clauses around communication, reporting, and termination to avoid misunderstandings and ensure both parties have a safety net if things don’t work out as planned.
Ultimately, the contract is more than a document—it’s the foundation of a successful, long-term partnership. Get it right, and you’ll set the stage for a collaborative relationship that helps your business thrive.
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