Score the diagnosis
A strong agency explains why the problem exists, what evidence would disprove its view and which work should happen first. A channel list is not a strategy.
Agency selection scorecard · India
How to choose a digital marketing agency without buying the pitch
An evidence-first scorecard for Indian founders and marketing leaders comparing agencies on operators, economics, measurement and execution.
Ranchi · India → World · MMXXV
Short answer
Choose the agency that can diagnose your commercial problem before prescribing channels, names the people who will run the account, defines success in finance-compatible terms, states every fee and exclusion, and is willing to recommend less work when less is right. Portfolio polish is useful; operating clarity is decisive.
Decision matrix
Compare the operating models.
| Factor | Strong evidence | Warning sign | Ask for |
|---|---|---|---|
| People | Named senior operator | Senior seller, unknown delivery team | Names, roles and account load |
| Diagnosis | Specific problem and assumptions | Channel package before discovery | Written diagnostic |
| Measurement | CAC, payback, pipeline or conversion | Reach and clicks without business link | Metric definitions and data access |
| Pricing | Range, exclusions and tax stated | Price revealed after several calls | Complete first-year cost |
| Proof | Relevant method and attributable result | Logos without context | Comparable references |
| Ownership | Client owns accounts and assets | Agency-owned ad accounts | Exit and handover clause |
Score the operators
Meet the people doing the work. Ask how many accounts each runs and which responsibilities are subcontracted. Capability exists at person level, not logo level.
Score the economics
Model retainer, media, production, tools, GST and internal time together. The cheapest proposal can be the most expensive if it cannot be executed properly.
Score the exit
You should retain access to accounts, analytics, creative files, domains and documentation. A clean exit process is evidence of a well-run engagement.
Use this checklist
Questions that reveal the right choice.
- 01Can they state the business problem in one sentence?
- 02Are the delivery operators named before signature?
- 03Do they disclose account load and subcontractors?
- 04Are success metrics tied to revenue or qualified demand?
- 05Are media, production, tools and GST separated?
- 06Will every account and asset remain client-owned?
- 07Is the first 90-day plan sequenced and measurable?
- 08Is there a clear notice, handover and conflict policy?
Questions
Plain answers.
How many agencies should I shortlist?
Three is enough when the brief and budget are clear. More usually creates noise rather than confidence.
Should an agency guarantee rankings or ROAS?
No. Rankings, auctions and market demand are not controlled by an agency. Demand a measurement plan, operating commitments and transparent assumptions instead.
What should I ask for before signing?
Named operators, a 90-day plan, complete fees, access ownership, reporting definitions, notice period, conflicts, subcontractors and two relevant references.
Need an independent second view?
Bring the brief, proposal or team plan. We will tell you which model fits—even when it is not us.
Ask for an honest review →