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I usually do a reference check { experience and reliability } , look at their portfolio { quality of their work } and meet them to discuss and see their proposition before finalizing.
Experience or an impressive portfolio show-case is a short-cut first presentation. I'd still be interested in knowing what they will mean for MY brand, as previous success is not always a recipe for future one.
I will not exclude young, passionate & creative agencies that are eager to distinguish themselves through my brand & their tedious, meticulous outstanding work for it.
The right choice may equally depend on objective & available resources.
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