2. How many cases do they have to test?
It is important not only to have a portfolio, but also its authenticity. Nowadays there are many savvy advertisers (they are not worthy of the proud title of "advertiser") who simply show other people's cases.
Unfortunately, most customers do not think about the authenticity of the portfolio. They glanced at the works presented - and that's how they formed a general impression of the advertising agency's capabilities. This is what unscrupulous advertising contractors are trying to achieve.
There are ways to verify the authenticity of a portfolio. Let's look at them using web development cases as an example .
Check if the developer's logo is present in the "basements" of the whatsapp number list for marketing websites listed in the portfolio. Yes, not always Customers agree to the placement of such a "master's mark". However, if the portfolio is extensive, it should be present in some works:
Yes, projects created several years ago may no longer exist, but most of them should.
It is desirable that the cases are described in detail, linked to reviews , and cross-linked to blog articles. This significantly increases the likelihood that they are real.
3. How many verified reviews do you have and who are they from?
Reviews can be considered as an argument in favor of the agency only if at least two of these three conditions are met:
1) If these are video reviews in which the company's director recommends the advertising agency as a reliable contractor, thus vouching for them before the business community. In this case, it is worth finding out on the Internet whether this person really holds such a position and whether the company is real.
2) If these are letters of thanks , provided with seals and signatures of the CEOs of the customer companies. In this case, the review must indicate the specific service for which thanks are given.
3) If there are many of these reviews. We understand that 2-3 reviews can be simply asked from friends