Considering A New Marketing Agency? Everything To Know

If your marketing and PR agency partner isn’t meeting your expectations, you’re in the right place. We know how important it is to find the right type of marketing and PR agency partner — one who understands your vision and knows how to bring it to life through results-driven strategies and thoughtful collaboration. 

We also know that you have to invest a lot of your time and resources into the discovery process to make sure your team and your new marketing and PR agency are a good fit. In this article, we’ll walk through what matters most when selecting a marketing and PR agency that truly fits your business.

Know Your Needs 

Before reaching out to agencies, take a step back. What are your brand’s current goals? For instance, are you looking for lead generation, brand activations, earned or social media engagement, content creation, or a complete rebrand? Knowing your internal needs will help you align with an agency capable of supporting them.

Also, be clear about your budget and preferred timeline. Whether you’re in startup mode or already an established brand, your needs shape who you should partner with. Don’t look for the largest, most expensive agency when you know it will be out of your budget range.

Geography is another important factor. Some businesses benefit from the local insights and in-market access of a nearby agency, while others prioritize the scale and reach of a national firm. At Coterie Media, we offer the best of both — combining global perspective and national reach with the agility, relationships, and hands-on expertise built over 25 years in the industry.

Do Your Homework

When evaluating an agency, the best insights often come from the people who’ve worked with them. Ask for client referrals or case studies that demonstrate how they’ve tackled challenges similar to yours. Look for signs of strategic thinking, clear communication, and measurable results. A reputable agency should be able to articulate not just what they do — but why it works.

Does Their Brand Align With Yours?

A strong agency partnership goes beyond capabilities — it hinges on cultural alignment. Consider their tone, values, and overall energy. Do they feel like a natural extension of your team? The best agency relationships are built on connection, not just contracts. At Coterie Media, we prioritize genuine collaboration rooted in trust, creativity, and transparency.

Questions to Ask

When you’re ready to start a conversation, don’t hesitate to ask thoughtful questions — they’re key to understanding whether an agency can truly support your goals.  Pay close attention to how they respond: are they listening, or just talking at you? A one-sided conversation is a red flag. At Coterie Media, we take a different approach. As a boutique agency, we pride ourselves on being highly collaborative, hands-on, and genuinely invested in our client relationships – from the very first meeting. Here are a few questions worth asking as you explore potential partnerships:

What Are Their Credentials?

Take a close look at the agency’s experience, certifications, and any notable awards. Do they have proven results in your industry or relevant case studies that demonstrate success? Credentials are more than a resume — they’re a reflection of how well an agency can execute for clients like you.

Can They Support the Scale You Need?

A strong agency partner should meet you where you are. Whether you’re seeking full-service support or need help with a specific campaign, make sure they’re equipped to deliver today — and have the flexibility to grow with you tomorrow.

What Is Their Track Record?

Longevity matters. It’s not just about how long they’ve been around — it’s what they’ve weathered and how they’ve evolved. Agencies with staying power tend to be both consistent and adaptive. At Coterie Media, we’ve been building long-term client success for over 25 years — a testament to both our resilience and results.

Who Have They Worked With?

An agency’s client roster and testimonials can offer valuable insight into their expertise. Do their past partnerships reflect your industry or brand values? More importantly, can they adapt to your unique goals? Don’t hesitate to ask for references — a great agency should be happy to connect you with clients who can speak to their results and working style.

Do They Have PR & Crisis Management Capabilities?

In today’s always-on media landscape, even a small issue can quickly become a reputation risk. That’s why it’s essential to work with an agency that can manage crises with clarity, speed, and care. At Coterie Media, we combine proactive communication strategies with seasoned PR expertise to help brands navigate challenging moments, protect public trust, and stay grounded in their core values — even under pressure.

Are Their Strategies Current and Data-Driven?

Marketing moves fast. Make sure the agency is staying current with evolving platforms, trends and technologies. Ask how they define success, track performance, and optimize based on real-time data. A forward-thinking agency should be constantly testing, learning, and adapting to maximize your results.

How Can Coterie Media Help?

At Coterie Media, we’re more than a marketing and PR agency—we’re a strategic partner committed to your brand’s long-term success. From content marketing and social media to thought leadership, brand storytelling, and integrated campaigns, our team delivers tailored solutions that align with your goals and scale with your success. We combine creativity with data, strategy with storytelling, and relationships with measurable results.

Choosing a new agency doesn’t have to feel overwhelming. With a clear sense of what you need — and what to look for, you’ll be well-positioned to build a partnership that drives meaningful, long-term success.

Ready to explore what’s possible? Let’s Talk