In this section, we offer some tips on how to work with agencies, as well as useful links. Please feel free to submit your own recommendations or ask us any questions by sending an email to
BPRCA has put together a list of useful tips of things to consider when selecting an agency:
- Meet a few consultancies – Finding the right match between your needs and what the agency offers is important. Since each agency will be somewhat different and offer different services, it is important to meet a few of them so you can have a better idea of which agency is the most appropriate one for your programme. Things to consider might include area of focus (e.g., Questions to ask yourself and the agency include: Is the focus/project B-to-B? B-to-C? Does the agency specialise in a particular industry? Is this important or do you need a more generalist approach? Do you need full implementation or just strategy development? Does your campaign focus on Belgium only or also other countries?)
- Decide whether you want to work on a project basis or retainer – Most agencies offer the option of working on a project basis (i.e., one fee for the whole project) or on a retainer (i.e., having a fixed sum per month and working within those parameters on predefined and/or ad hoc activities). There are many possible variations, such as a mixed project-retainer system in which the budget is predefined for a project for a whole year and the billing is split equally over 12 months. The system you choose as a client will usually depend on your own financial reporting requirements.
- Be clear about your objectives and budget – From the outset, set clear objectives. This will help you select the most appropriate tools to reach those goals and use your budget in the most effective way. Having a clear, agreed budget will help you and your agency focus on the objectives and make the relationship work smoothly.
- Chemistry matters – Since the agency will be working as your partner, make sure you meet the team you will be working with to make sure you can work well together.
- Plan ahead and provide realistic deadlines – Although agencies are known to say yes to all client requests and bend over backwards to meet any unexpected and urgent requests, consultants sometimes need to sleep and eat, too, so planning ahead and setting feasible deadlines always helps. Thanks!
To submit your own tip or question, please e-mail