How to Recognise a Quality Marketing Agency?
Choosing the right agency can determine the success or failure of your marketing efforts
64 ǀ POSITIV 1/2025
BUSINESS
How to Recognise a Quality
Markeng Agency?
Choosing the right agency can determine the success or failure of your markeng eorts. What
should you watch out for? What are the most common mistakes agencies make? And how do
companies select their partners? Tomáš Schwarz, founder and CEO of Upster, a Google-cered
trainer for online markeng strategy in 2024 and 2025, explains.
How do companies choose an agency, and what
should they watch out for?
Companies often don’t know exactly what they need,
and agencies immediately offer specific services like
PPC or SEO. However, a quality agency first analyses
the client’s business and strategy. If an agency pushes
for a quick sale without conducting a thorough analysis,
it’s a red flag. It’s also crucial to verify references—not
just on the agency’s website, but directly with clients
who have real experience.
What does the typical start of cooperation between
a company and an agency look like?
The collaboration begins with a strategic workshop
where we analyse the market, competition, and
customer behavior. We utilise data from Google
Analytics, advertising platforms, and customer
interviews. Based on this, we develop a strategy and
a growth plan. However, companies often don’t
disclose all their challenges, which is why it’s crucial to
dig deeper and uncover the real barriers to growth.
Do you offer one-time assistance, or is a long-term
collaboration more effective?
We do offer one-time projects, such as digital strategies
or analyses, but the greatest value comes from long-
term collaboration. Marketing is constantly evolving,
and in-house specialists need regular trainings. An
agency ensures that marketing is handled by experts
who stay on top of trends and continuously adapt the
strategy to current changes.
What’s better – hiring specialists for individual areas
or working with a full-service agency?
If a company hires six different freelancers, it must
coordinate them and oversee the quality of each area.
Small businesses and startups often think they’re saving
money this way, but in reality, they spend a lot of time
on organisation and quality control. On the other hand,
a quality agency has established processes, expertise,
and specialists who can ensure both continuity and
innovation.
What are the most common mistakes agencies make?
The main issue is poor-quality work. Some agencies
cut costs on staff or charge for more hours than they
actually work. As a result, clients don’t get the value
they pay for, employees are overworked, and the
quality of work suffers. Instead of focusing on short-
term profits, it’s far more important to prioritise quality
and build long-term relationships.
You point out risks to clients. How do they react to
criticism? Do they accept it or resist?
Client reactions to criticism vary. A skilled consultant can
convince them with facts and data—when we have tests
confirming the success of a strategy, most clients are
willing to follow our lead. However, some resist the truth,
especially if they have worked with multiple agencies
and continue to place blame elsewhere. Often, the issue
isn’t with the agencies but with their own approach.
Growth is frequently hindered by their own mindset and
unrealistic expectations. However, once they repeatedly
see that our recommendations deliver results, they
become more receptive.
Does it happen that an internal marketing team
disagrees with your recommendations?
Yes, it happens, and sometimes a change is necessary.
As an interim CMO, I occasionally recommend
restructuring the team if internal staff cannot deliver the
required value. If a marketing director is years behind,
doesn’t understand analytics or modern strategies,
their continued presence can harm the company.
Marketing evolves rapidly, and if someone stagnates,
distorts data, or looks for excuses instead of solutions,
it’s better to refresh the team.
Thank you for the interview.
Interested in the full interview? Want to learn how to
tackle employee burnout, the journey to becoming
a Google-certified trainer, and what this title entails?
Listen to the podcast with Tomáš on Studio POSITIV.
The real barrier to growth isn’t the
agency – it’s the company’s mindset.