I was thinking the other day about what makes a marketing agency great to work with, and which criteria a client would use to make the choice (if money were no object). Sure you can hire a big name agency with swanky offices in Soho. But that comes at a price. If you’re a multinational in need of a global agency network, there is an argument for seeking this kind of brand partner – but that’s a very small minority of the companies out there with a real need to market themselves effectively. Arguably, that’s lazy agency selection, because smarter alternatives are out there if you only look.