Key Considerations for Choosing an AOR

Choosing the right agency of record (AOR) can be one of the most consequential decisions brand leaders can make. Seasoned marketers know that forging the right AOR partnership requires finding an agency with a blend of creative excellence, business acumen, and consumer insight. When the match is right, it empowers marketing teams with the added expertise they need to stand out in a competitive landscape.

Drawing from our experience as a partner for renowned brands that range from Dove to PayPal, we've identified some essential questions to guide the decision process.

But first, understand your goals

Before you start looking for an agency, clearly define what you want to achieve with your advertising efforts. Are you looking to increase brand awareness, drive sales, or enter new markets? Your goals will dictate the type of agency you need, whether it's a full-service, digital, creative, or niche-industry-specific agency.

Agency expertise

Consider agencies that have a proven track record in your industry or with your specific marketing challenges. Don't just rely on flashy case studies—ask about data-driven results, specific strategic approaches, and client testimonials that speak to ROI.

Strategic insight

How successful is the agency in helping brands create culturally relevant touchpoints that show proven success engaging audiences and driving brand loyalty? Look for holistic strategies that incorporate the tried and true with a mix of emerging trends.

Innovation

Speaking of emerging trends, ask how the agency stays ahead of the constant evolution of the advertising landscape. Does it foster an environment where employees can learn, test, and experiment? Find agencies that encourage their people to try new things to consistently innovate. Your customers will thank you for it.

AI capabilities

What is the agency’s perspective on AI? Does it offer a coherent POV on AI and its business applications? AI can enhance and optimize marketing in exciting new ways if applied strategically. Request examples of how these tools can address your specific needs and be cautious if they don’t make sense.

Data acumen

How does the agency translate data into actionable insights for your brand? Ensure the approach to interpreting this data is straightforward, easy to understand, and aligns with your team's preferences and goals.

Long-term partnership

Can you envision a long-term partnership with the agency? Your AOR becomes a key partner for your team, and you need a nimble agency that understands your business objectives and can deliver ROI.

Building brand success with the right AOR

A strong agency and brand partnership not only enriches a brand’s marketing capabilities, it can help a brand reach its strategic goals. Asking the right questions during the AOR process can lead to a partnership that can drive growth, foster innovation, and deliver long-term success.