"An idea can turn to dust or magic, depending on the talent that rubs against it."

- William Bernbach, advertising executive

Perhaps you require product photos or digital letterhead and don't know where to start. Maybe you have a huge sale coming up and need ads or want to distribute flyers. Time for a website or brochure? Is your company so new that you need a corporate identity or so old that its image needs a facelift? Need a marketing strategy?

All of these requirements, and many more, are pointing you toward the services provided by an advertising agency.

How do you choose one?

Ad agencies, like other companies, range in size from one-person operations (puddle) to international conglomerates (ocean).

As a rule of thumb, find an agency where your company is a big fish in the agency pond, but don't choose a puddle if you have a whale of a budget.

That said, it is the depth of an agency's resources that counts, not just its size. An owner-and-four-person operation can provide as much service as a 50-person company if they have relationships with outside companies and individuals.

So, size is a consideration, but only one. The creative strength of a company is vital. Look at billboards, newspapers, magazines and advertising material that comes through your door. Pick up every brochure that you find.

Check out your competition's and suppliers' printed materials.

In short, look around for bits of creative genius that catch your eye - an ad headline that makes you smile; a logo you can't forget; the layout of a brochure that keeps you turning pages; a slogan that sticks; a postcard that you put on the fridge instead of automatically recycling.

Find out who did the work and call them.

If their effort grabbed you, then it will also impress your customers.

Once you've found a few companies that hold creative promise, what then? How do you choose?

A relationship with an advertising agency works something like a good marriage, so look at this as shopping for a long-term partner.

Compatibility is vital. Communication must be easy and straightforward. Your partner must be responsive and caring, and make you feel like a special fish in their pond.

Your agency must be able to come up with brilliant ideas to drive your business, accomplish your goals and make your life easier. And stay within budget, of course. You get the idea.

Every agency, big and small, has a portfolio. Their experience level, range of clients, awareness of your industry and cleverness in creative work will be evident in their published pieces. Everything should be "clean" with a clear focus.

All work for one client should look co-ordinated, with a family of fonts (typefaces), colours and elements (logo, slogan, address block, etc.) used consistently.

Every piece was designed with a goal in mind (providing information, building awareness, encouraging potential customers to call or visit, etc.). Ask what the goals were for selected pieces and how the agency's work accomplished them.

You have a winner if you hear: "We partnered with this car dealership in January of 2005. The goal was to drive traffic to the showroom. We advertised weekly in a local newspaper with full-page ads. In 2005, sales increased by 26 per cent over 2004 for this dealership. The average for the manufacturer was 6.1 per cent. People responded to these ads and went to the showroom."

Ask about a range of services because, as you grow, you may need them all and will want to rely on your agency to provide consistent, reliable, one-stop service.

They should have trusted resources for marketing consultation, media placement, copywriting, graphic design, photography, illustration, web design and implementation, research, and market testing.

They should provide design services that include concept development, graphics, prepress and printing. It is also to your advantage if they have established relationships with media and can make the buy on your behalf. Your agency should make your advertising life easy.

You will want to ask about how the agency bills. Most have hourly rates that depend on the resources being used. Creative directors (the head brains in charge of concept) cost more per hour than a bottom-level graphic grunt who builds what the upper-level brains design.

Large agencies with hundreds of employees and floors of downtown office space charge for every phone call and for every minute spent by every person working on your account.

Small agencies or individuals with small or home offices tend to outsource, but still control everything and are generally faster and more efficient, which usually translates into savings for the client.

One way to compare agency rates is to ask for a quotation for a small sample job. Include what you would provide (logo in a usable format and high-resolution digital photograph) and what you would expect them to deliver (concept, design, production, prepress and printing of 5,000 4x9-inch full-colour postcards).

Ask for a job cost plus a breakdown of any extra costs you could incur such as delivery charges, couriers, etc. and how long it would take them to complete the job.

Shop and compare, but remember, you are NOT looking for the lowest price, but a fair one. You are testing their communication skills, responsiveness and their ability to deliver. In this case it is only a quotation. It is unprofessional to ask an agency to do any design work for you on "spec."

Also, ask potential agencies about their computer systems. Mac is the (graphics) industry standard. It will save everyone time, and you money, if all approvals are done online using Mac and PC-friendly pdf documents. In this digital age, when agencies often have clients in other provinces or countries, it is impractical and expensive to send hard-copy proofs.

It is fair to ask for and call references.

One last thing. In this agency-client relationship, you are expected to do your part as a good partner. Consider advice as carefully as you would from your accountant or lawyer. Return phone calls promptly. Allow reasonable turnaround times, and when you need a rush job, be readily available. If your agency is working until 3 a.m. on your behalf, you'd better be at your computer for that critical approval.

(Brenda McMillan has more than 10 years of experience in advertising. She can be reached at mcmillan@businessedge.ca)