Ask every agency three questions.
One: do you start with the brand or with the format? An agency that comes straight in with tents, hosts or sampling plans works from a different starting point. That's different from an agency that first wants to know why someone should notice anything about you.
Two: which cases do you show that don't look alike? Three identical tent setups gives away that the format is their answer.
Three: who's at the table in the concept phase? If that's only an account manager and not a maker, you're usually deciding on the wrong question.
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