Make the proposal easier to judge

Twelve practical guides to choosing, briefing and working with an agency.

Normalize responsibilities and work products before comparing the fee.

Choose the contract around the uncertainty you need to resolve.

Compare coordination, continuity and decision ownership instead of labels.

Prepare a useful evidence pack without handing over unrestricted access.

Resolve the boundary between buying traffic and producing the experience.

Read the claim, its denominator and the agency’s actual scope separately.

Define what can be inspected, who accepts it and how defects are resolved.

Make the next handover possible before the first campaign begins.

Use a comparable scope and explicit unknowns instead of invented price tiers.

Connect completed work, evidence and next decisions in one readable review.

Preserve operational continuity through an inventory, an overlap and a tested exit.

Begin with records and responsibilities rather than a list of connectors.