When building a home, you capture designs in a set of blueprints before you hire a Carpenter. It's no different when building a brand - you have to write out your goals and strategy so the agency can determine the tactics to use.
Ensure that you've clearly identified the elements of your brand and goals so each execution stays "on brand."
To see the big picture, you can't rely on Agency reports. Data from every activity has to be centralized to the Owners analytics. Only then can you see the real performance, not just what the Agency tells you.
To get unfiltered data on Agency performance, double check your Analytics is in your control and that all marketing activities are tracked.
As the complexity of marketing has grown, hiring help got harder too. Finding a "marketing firm" really means knowing the exact marketing niche(s), setting multiple budgets, then finding and managing help.
With your brand plan in hand, and a feel for the outcomes you'll track in Analytics, you'll clearly see the skills you need to hire.
