How to compare two marketing agency proposals.

Compare the same objective and period

Give both teams the same objective and business information. Ask them to separate initial work from monthly management. A single-channel proposal differs from one including strategy, production and a website.

Check each proposal

For each item record included, excluded, quantity or needs clarification. Missing wording does not mean a service is included.

• Scope: market, promoted offer and objective.
• Deliverables: original concepts, formats, adaptations and channels.
• Production: footage, filming responsibilities and usage rights.
• Website: pages, features, integrations and maintenance.
• Campaigns: setup, management, creative and tracking.
• Costs: fees, media, tools and additional work.
• Process: owner, approvals, deadlines and revisions.
• Evaluation: KPI definitions, reporting and account access.
• Handover: asset ownership, access transfer and contract terms.

Ask for an example and a boundary

Ask what the first month looks like and how new requests are handled. Resizing may be an adaptation; a new concept, filming or an additional page may require more scope. Agree definitions before starting.

Choose for fit

Assess price alongside involvement, evidence and implementation capacity. Ask for a comparable project and the team’s exact role. At HUGE, scoping starts with the responsibilities you need covered and the resources you already have.