Look for the right mix of talent and enthusiasm to get your message across
When Jeff Sherman hired an advertising agency to design the print, outdoor, radio and Internet campaign for his dot.com city guide company, he was as concerned about intangibles as he was about deliverables.
Sherman was impressed with the talent at the ad agency. He trusted the agency's staff as an extra set of ears in the community. And he felt he could expect full attention and accountability.
"Like any other business relationship, you are looking to bring people to the table who have talents that are bigger and better than yours," says Sherman, vice president of marketing …