How to choose the right agency
5 steps to finding your creative soulmate
At Traina, we empathize with any company that’s in search of a great creative agency. It’s not an easy decision. There’s no shortage of agencies out there and most tout deep industry expertise, proven processes, and a sleek portfolio.
The real challenge isn’t finding an agency that does good-looking work—it’s identifying which one will truly understand your vision, challenge you in the right ways and become the partner your brand deserves.
How do you know when you’ve found the one? The answer rarely appears in the agency’s polished capabilities deck. It lives in the spaces between—the conversations, the chemistry, the shared excitement about possibilities.
So for those on an agency-finding mission, here are some things to consider when evaluating creative partners.
1. Start with chemistry
You know that feeling when you meet someone and you just click? It’s the same with agencies. The right agency partner should feel energizing to talk to. The conversation should be thoughtful, inspiring, maybe even a little bit fun. They should be curious about your business, eager to learn, and—this is key—they should get you.
Chemistry is about alignment. Shared values. A similar pace. A sense that you’re on the same side of the table, working toward a common goal. You’ll be spending a lot of time with this team. You want to feel like you can trust them, be candid with them and rely on them when the pressure’s on. If you leave the first conversation feeling lighter, excited, and understood? That’s a very good sign.
2. Smart agencies ask smart questions
A great agency doesn’t walk into the room with all the answers. They walk in with questions—good ones. They’re curious. They’ve done their homework. And they’re genuinely invested in understanding your world before they start throwing out ideas or solutions. They’ll ask things like:
- What’s keeping your team up at night?
- What have you tried that hasn’t worked?
- Who’s your audience—really?
- What does success look like?
They won’t settle for surface-level answers or cookie-cutter briefs. They’ll dig deeper, challenge your assumptions and seek to understand the real problem beneath the request.
That kind of intellectual rigor is a sign that they’re not just showing up to deliver—they’re here to partner.
If they’re willing to challenge you in service of a better outcome, that’s not a red flag—it’s a green light.”
3. They challenge your thinking (in all the right ways)
Imagine you’re a category leader with eroding market share. Copycat competitors are parroting your messages and falsely claiming to offer what you do. Your next move is to engage a creative agency to reposition you as even faster and more superior than before. That is, until your agency pushes back.
That’s precisely what happened with Aerospike, a database company that we recently rebranded. We saw what that “better/faster/stronger” strategy would invite—even more copycat claims. So, we challenged that approach and instead recommended repositioning the brand to focus on the emotional benefits that Aerospike—and only Aerospike—is capable of delivering.
We get it—our clients know their businesses better than anyone. But being so close to the business can also lead to narrow thinking. And that’s exactly why you need someone who’s willing to push you. A strong creative agency is willing to speak up. They will not just say yes to every idea or go with the safe option. They’ll ask why. They’ll offer alternative approaches. They might even disagree with you from time to time (respectfully, of course). That’s not conflict—it’s collaboration.
You’re not hiring an echo chamber. You’re hiring experts with a different skill set, a fresh perspective and a mandate to help you achieve your goals. Sometimes that means suggesting a different path than the one you had in mind.
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4. They’ve solved problems like yours before (even if not in your industry)
It’s tempting to look for an agency that “specializes” in your industry. But here’s a secret: innovation most often comes from outside your category.
Agencies that bring diverse experience to the table can offer fresh thinking that disrupts the status quo. That’s why we’ve purposefully avoided specialization at Traina. Working only within a single niche, it’s easy to become conditioned to a category’s norms. You find your creative output residing within those expected boundaries, but true creativity is about transcending the traditional and the expected. Diversified agencies can also recruit a stronger team of creatives because they don’t specialize—and clients benefit.
What matters more than industry experience is problem-solving experience. Ask for case studies. Talk to past clients. Look at the types of challenges they’ve tackled—not just the industries they’ve worked in. If they’ve helped others overcome obstacles like yours—and can show the receipts—that’s what counts.
5. They have a process and apply it thoughtfully
A conversation around process reveals more about an agency than you might think. Great creative doesn’t happen by accident. Behind every successful campaign or brand transformation is a thoughtful, strategic process that guides the work from concept to completion.
You’ll find some agencies tout “proprietary” processes or methodologies. That’s interesting, but what’s more important is that they can articulate in detail how they arrive at their creative solutions.
Beware of agencies with a highly rigid process. Not all clients operate the same way, and a good agency understands this. They should be able to adapt their approach to your company’s unique needs and situation, while still guiding the work effectively.
When an agency can walk you through their process in a way that feels both structured and flexible, it demonstrates they’ve done this before—successfully—and know how to navigate the journey.
Process isn’t just about organization. It’s about creating a roadmap that leads to better outcomes. And when both sides understand the road ahead, you can avoid detours, dead ends, and those “wait, how did we get here?” moments that can derail even the most promising creative partnerships.
When an agency can walk you through their process in a way that feels both structured and flexible, it demonstrates they’ve done this before—successfully—and know how to navigate the journey. ”
Trust your gut
Choosing the right agency means choosing a partner who can elevate your brand, stretch your thinking, and deliver work that doesn’t just look good—but works. It’s not a transactional relationship. It’s a creative alliance. And when you find the right fit, it can be a game-changer.
So take your time. Ask the tough questions. Trust your gut. And when you find that agency that makes you think, “These are my people,”—you’re probably right.