What’s most important to an advertiser choosing an agency?

It’s not the cost. Nor is it the dazzling display of ad samples. According to Advertiser Perceptions, a research firm providing advertiser insights to media companies, an agency’s ability to develop and execute a strategy is the top consideration in its selection.

This doesn’t mean that creativity doesn’t matter. Not at all. But it does mean that the strategy part, sometimes perceived as less exciting or even non-essential, is actually a vital part of any marketing solution or ad campaign development. While it may not be the most “glamorous” part of the process, a solid strategy ends in results-producing work—no matter what format or media channel it takes to get there.

So what’s your brand’s strategy? Is it gaining the needed attention of your audience in an increasingly busy world? Is it proving your brand’s relevancy to the desired target audience? Is it differentiating your brand from your competition—not in your mind, but in the minds of your customers and desired prospects? Or, do you even know how customers and prospects actually feel about your brand versus other options?

Difficult questions like these require an investment of time and money. After all, they’re essential to building a strong brand. Of course, some may consider this kind of strategic thinking a luxury reserved only for large brands, not small ones. But they would be dead wrong. Unless, of course, they want their brand to remain small.