Let’s be honest: the relationship between a brand and its agency is a lot like a long-term marriage. In the beginning, there were fancy dinners, blue-sky thinking, and a boat load of enthusiasm. But what about lately? Are things unfolding like you imagined, or are you acting like you’re roommates arguing over who left the AI-generated trash in the hallway?
If you’re wondering whether your agency is still “the one” or if you’re just paying a very expensive monthly subscription for mediocrity, it’s time for a serious vibe check. Here are a few questions to think about:
1. The “Surprise and Delight” Barometer
When was the last time your agency actually surprised you?
The Dream: They bring you a brilliant consumer insight that makes you say, “Damn, they’re smart.”
The Reality: They bring you a “trending” TikTok idea that was cool three weeks ago and features a dancing cat.
The Test: If you didn’t hear from them for a full week, would you notice? Or would you just enjoy the blissful silence and the extra room in your calendar? If the answer is “I’d finally get some work done,” your retainer might just be an expensive keep the lights on fee.
2. Holding Company Musical Chairs
The ad world is currently one giant game of ‘Hungry Hungry Hippos’ and with all the reshuffling, you could be forgiven for thinking your agency has been more focused on their new office floor plan than your 2026 goals.
So check the room. Is your senior leadership still there, or has the holding company shake-up replaced your seasoned veteran with an enthusiastic but more junior team?
3. The Robot in the Room (AI)
Sure, we’re all using AI, but is your agency using it to help you or just to invoice you faster?
Have they guided you through their AI workflow, or are they hoping you don’t notice the sixth finger on the hand of the model in your latest social ad? (Trust me – it’s happened…)
And… if you don’t have contractual language around AI guardrails and ownership, you’re basically living in the Wild West. Without a sheriff.
4. The “Play Nice” Factor
Are your agencies working together in a beautiful symphony, or is it more of a turf war where the PR team is currently staging a coup against your media agency?
If you’re spending more time mediating playground fights than reviewing creative, your integrated solution is actually a fragmented headache.
5. Recommendation or Restraining Order?
Here is the ultimate litmus test: If a fellow marketer asked for a recommendation, would you give them your agency’s number, or would you pull them aside and whisper, “Run for your life”?
The “It’s Not Me, It’s You” Solution
If these questions made you sweat, you don’t necessarily need a full-blown agency search which – if not done properly – is the corporate equivalent of moving houses during a hurricane.
Instead, try a “Request for Transformation.” It’s a formal way of saying: “I love you, but you need to start trying again.”It’s a chance to update your Scope of Work, set new AI boundaries, and remind them that you’re paying for a growth engine, not a night light.
Is it time to redefine the relationship? If so, we can help you draft a Request for Transformation framework to get your current agency back on track (or help you figure out if it’s truly time to swipe left).
Stephan Argent
Stephan Argent is Founder and Principal at Listenmore Inc, Canada’s leading confidential advisory consultancy that specializes in Agency Search Management. Read more like this on our blog Marketing Unscrewed / follow me @StephanArgent