Guides · Choosing an agency
How do you choose an advertising agency?
The RRRefresh Community team · 3 min read · Updated
Short answer
Start by defining what you need: a one-off project or ongoing communication? Then look at the agency's real work for brands like yours, ask whether shooting and design are done by its own team or outsourced, who will actually work on your account, how results are reported and exactly what the quote covers. Compare quotes on scope, revision rounds, file ownership and whether the media budget is separate, not on price alone.
Define what you need first
One-off jobs such as a commercial, an identity or a launch campaign suit project-based work; ongoing work such as social media and digital ads suits a monthly arrangement. Knowing what you want is the first condition for meeting the right agency and comparing quotes.
- Goal: awareness, sales, leads or hiring?
- Scope: strategy, content production, ad management, film, design
- Duration: one project or at least a few months?
- Budget range: agency fee and media budget, separately
What to look for in a portfolio
Beautiful visuals alone are not enough. Look at what the agency did for real brands similar to yours: can you watch the films, are the social accounts still active, was it a one-off or a long relationship? Long-term clients are one of the most reliable signs that an agency delivers results.
Is production in-house or outsourced?
Some agencies set the strategy and outsource shooting and design; others run everything from idea to shoot to publishing with the same team. In the second model ideas are not lost along the way, revisions are faster and the content used in ads comes straight from the brand's own shoots. Which suits you depends on the size of the job, but you should know who does what.
10 questions to ask an agency
- What work have you done that is similar to mine?Ask for real examples in your sector or with your goal.
- Who does the shooting and design?In-house team or freelancers?
- Who will work on the project?Are the people in the pitch the people doing the work?
- How does the process work?Planning, approval and publishing steps, and how long each takes.
- How will we measure success?Which numbers, reported how often?
- What does the quote include?Number of posts, shooting days, revision rounds, formats.
- Is the media budget separate?Is the amount paid to platforms shown separately from the agency fee?
- Who owns the files and accounts?Do raw footage, design sources and ad accounts stay with the brand?
- How will we communicate?Who replies, on which channel, how fast?
- What happens if we stop working together?Contract length, termination terms, what is handed over.
Comparing quotes
Two quotes at the same price can cover very different scopes. Put them side by side and compare the same lines: number of pieces, shooting days, revisions, formats, reporting frequency and whether the media budget is included. Every vague line means extra cost or mismatched expectations later.
The advantage of a local agency
Working in the same city makes it easier to plan shoots quickly, be on location together and meet face to face. For brands in Ankara, a local agency can build campaigns around the city's rhythm, events and the audience's habits. Still, the real test is the quality of the work and how easy it is to communicate, not distance.
Warning signs
- Pitching only with templates and no real client work
- Guaranteeing exact follower or sales numbers
- Not giving the brand access to its ad accounts and files
- Leaving the scope vague in the quote
- Reporting only likes and follower counts
Examples from our work
Frequently asked questions
What is the difference between an advertising agency and a social media agency?
A social media agency usually focuses on managing accounts and posting content. An advertising agency manages strategy, creative ideas, film, design and campaigns across channels as a whole. Many agencies now do both.
Is a monthly retainer or project-based work better?
A monthly arrangement suits ongoing work such as social media and digital ads; project-based work suits one-off jobs such as a film, an identity or a launch.
What should I prepare for the first meeting?
Your goal, your audience, a few examples you like, details of your current accounts and past campaigns, and a rough budget range.
When will I see results?
Ad campaigns give first data within days; judging the effect of content and brand work usually takes a few months.