Helping SMEs choose and manage marketing agencies

Working with a marketing agency can be a great way to bring in specialist skills, additional capacity and fresh thinking, but for many SMEs, the experience can be mixed.

Sometimes the issue is choosing the wrong agency. Sometimes the relationship starts well, but becomes difficult to manage or assess over time. But often, the most common challenge is a lack of clarity in the brief.

Without a clear understanding of the problem, objectives and expectations, even a strong agency can struggle to deliver the right outcome.

The challenge isn’t just about the agency, it’s the structure around how the relationship is set up and managed.

My aim is to help you choose the right agency, manage the relationship effectively, and get better results from the investment you’re making.

Working with an agency can be highly effective, but it depends on both choosing the right partner and setting the relationship up properly from the start.

When a marketing agency is the right fit

A marketing agency can be a great option when:

You need specialist expertise that doesn’t exist in-house
You need support delivering a defined piece of work
You want additional capacity without building a full internal team
You already have clear direction and need help with execution

Agencies add real value, but they work best when the business itself is clear on what it needs, what success looks like, and how the work will be managed.

Why agency relationships go wrong

Agency relationships don’t usually fail because of one big issue. More often, it’s a build-up of smaller problems such as:

No clear brief or objectives
Unclear responsibilities
Too much focus on activity rather than outcomes
Poor reporting or limited visibility of performance
A mismatch between what the business needs and what the agency delivers

In many cases, the problem isn’t the agency alone — it’s the lack of structure, clarity and oversight around the relationship.

Choosing the right agency starts with clarity on what you need, and how you communicate it.

Choosing the right marketing agency

Choosing an agency shouldn’t just come down to chemistry or credentials. A better starting point is to think about:

What problem are we trying to solve?
What internal capability do we already have?
Do we need strategy, delivery, or both?
What would success look like?
How will we assess whether the relationship is working?

The clearer you are on these points, the easier it becomes to choose an agency that genuinely fits, and the less likely you are to rely on instinct or assumptions.

Writing a brief that works

A good brief helps agencies respond properly and reduces the risk of misalignment later on.

It should include:

Background on the business and market
The problem you’re trying to solve
Clear objectives
Audience insight
Timescales and budget
How success will be measured
Internal stakeholders and decision-making process

A weak brief usually leads to weak proposals, or work that sounds promising but doesn’t solve the right problem.

Managing the relationship effectively

Managing an agency well is just as important as choosing the right one.

To get the most from the relationship, you need:

1. Clear objectives

Both sides should understand what the work is aiming to achieve.

2. Defined roles

Be clear on what the agency owns and what stays in-house.

3. Useful reporting

Reporting should help you understand performance, not just list activity.

4. Regular review points

Create space to assess progress, discuss challenges and adjust where needed.

5. Accountability

The relationship should have enough structure that issues are identified early, not after months of spend.

Signs your agency relationship may need attention

There are a few common warning signs:

You’re receiving activity updates, but little real insight
You’re unclear what success looks like
Results are inconsistent or difficult to assess
The agency feels busy, but impact is hard to see
You don’t feel confident challenging or redirecting the work

These situations are common, but they’re usually a sign that the relationship needs more structure and clearer direction.

If you’re about to appoint an agency or reviewing an existing relationship, you can read my guide on how to hire a marketing agency and get the best from your partner.

Strategy first, agency second

One of the biggest mistakes businesses make is appointing an agency before they have enough clarity internally. Without a clear direction, even a good agency can struggle to deliver meaningful results.

That’s why agency relationships tend to work much better when they’re built on a clear marketing strategy and a shared understanding of priorities.

When external support can help

If you’re choosing an agency, reviewing an existing relationship, or trying to improve results, having more independent oversight can make a significant difference.

This might include:

Clarifying what support you actually need
Developing or refining the agency brief
Reviewing proposals
Helping set objectives and success measures
Bringing more oversight and accountability to the relationship

In many cases, this is where a freelance marketing director adds value, helping you make better decisions, challenge where needed, and get more from the partners you work with.

Where to start

If you’re not sure whether the issue is your agency, your brief, or the wider strategy around it, a useful place to start is stepping back and reviewing the bigger picture. This can help you identify where the gaps are and what needs attention first.

Take my free marketing audit for SMEs.

If you’re investing in agency support but not getting the value or visibility you need, it may be time to take a more structured approach.

Find out how I can help