Loading page...
Loading page...
21 Essential Questions to Ask Your Agency
Uncover hidden fees, ensure transparency, and take control of your media spend with our comprehensive audit checklist covering 7 critical categories.
Our comprehensive checklist covers every aspect of your agency relationship, helping you identify red flags and opportunities for improvement.
Understand the fundamentals of your agency relationship, termination rights, asset ownership, and contractual flexibility.
3 questions
Ensure you understand exactly what you're paying for, uncover hidden fees, and verify you're receiving fair value.
3 questions
Assess the strategic rigour behind your media investments and ensure data-driven decision making.
3 questions
Evaluate how effectively your campaigns are tracked, measured, and reported with meaningful KPIs.
3 questions
Understand how your agency operates, who's managing your account, and what processes protect your investment.
3 questions
Assess technical capabilities, data ownership, privacy compliance, and platform access rights.
3 questions
Uncover potential conflicts of interest, undisclosed financial arrangements, and ensure complete transparency in all dealings.
3 questions
Preview what you'll receive - plus expert context on why each question matters for your media audit.
What is the notice period required to terminate the contract, and are there any penalties for early termination?
Why it matters: Inflexible contracts can lock you into poor-performing relationships. A 90-day notice period is typically reasonable.
Are you the beneficial owner of all campaign assets, creative materials, and data generated?
Why it matters: Some agencies retain ownership of assets you've paid for. You should own everything you commission.
Are there any exclusivity clauses preventing you from working with other agencies or bringing work in-house?
Why it matters: Exclusivity limits your flexibility and negotiating power. You should maintain freedom of choice.
Do you receive itemised invoices showing a complete breakdown of all costs and fees?
Why it matters: Bundled invoices hide the true cost structure. You should see every pound accounted for.
Do you have visibility into the agency's markup on media buying and third-party services?
Why it matters: Hidden markups can add 10-30% to your costs. Transparency is essential.
Are you getting volume discounts passed through from media owners, or is the agency keeping them?
Why it matters: Agencies negotiate bulk discounts using your spend. These savings should be passed to you.
Does your agency provide detailed campaign plans with clear objectives, target audiences, and success metrics before execution?
Why it matters: Strategy without documentation is just opinions. Plans should be comprehensive and measurable.
How does the agency determine channel mix and budget allocation across different media types?
Why it matters: Arbitrary allocation wastes money. Decisions should be data-driven with clear rationale.
Are campaign recommendations based on your business objectives or the agency's preferred channels?
Why it matters: Some agencies push channels where they earn higher margins, not what works best for you.
What KPIs does the agency track and how do these align with your business objectives?
Why it matters: Vanity metrics like impressions and reach don't pay the bills. Focus on business outcomes.
How frequently do you receive performance reports and can you access real-time data?
Why it matters: Monthly reports mean issues go undetected for weeks. You should have dashboard access.
Can the agency demonstrate ROI for each channel and campaign, not just overall performance?
Why it matters: Aggregated data hides poor performers. Every channel should justify its budget.
Who is your dedicated account team and what are their levels of experience and seniority?
Why it matters: You might be sold by the A-team but serviced by juniors. Know who's actually doing the work.
Are there documented processes for campaign approval, changes, and emergency response?
Why it matters: Ad hoc processes lead to mistakes. Proper workflows protect your brand and budget.
What is the escalation path if you're unhappy with service or results?
Why it matters: Problems get resolved faster when there's a clear escalation process beyond your account manager.
What technology platforms and tools does the agency use, and do you have direct access?
Why it matters: Your data shouldn't be locked in the agency's systems. You should own access to all platforms.
How does the agency handle data privacy and comply with GDPR and other regulations?
Why it matters: Data breaches and compliance failures are your liability, not just theirs. Due diligence is essential.
What happens to your data if the relationship ends?
Why it matters: Agencies may claim ownership or make extraction difficult. Data return should be contractually guaranteed.
Does the agency receive any rebates, kickbacks, or volume incentives from media owners or technology vendors?
Why it matters: Rebates create conflicts of interest. If they exist, they should be disclosed and passed to you.
Have you conducted an independent audit to verify that media was delivered as billed?
Why it matters: Media fraud is rampant. Independent verification ensures you're getting what you paid for.
Are you able to audit the agency's books to verify pricing and reconcile media spend?
Why it matters: Trust but verify. Audit rights protect you from overbilling and ensure honesty.