How to plan and measure Chemistry meetings when selecting an agency partner.

So you’ve been through what’s probably felt like a marathon - researching, reviewing, and narrowing down a long list of agencies that all look good on paper. You’ve landed on your shortlist of five, you've been in touch, you've likely had an initial conversation with them and they've sent you their credentials deck.

Now comes the part that’s harder to quantify but absolutely critical: Chemistry.

You want to know if this agency gets you. If they’ll challenge you in the right ways, collaborate without friction, and feel like an extension of your team - not just an agency there to react to your needs.

But how do you actually measure Chemistry?

What chemistry really means.

Chemistry isn’t just about liking someone - it’s about shared values, communication style, and mutual respect. It’s the difference between an agency that delivers what you ask for, and one that helps you think bigger, smarter, and more commercially. You know when you've got chemistry when it feels that the agency are already a part of your team, even before any agreements are signed.

So how do you structure a chemistry meeting?

Here’s how to turn your chemistry session into a meaningful evaluation - not just another pitch:

1. Firstly decide on the meeting approach. Face-to-face or Online.

   Location, and how many agencies you have shortlisted may dictate this, but it's better to start online, then go face-to-face with the agencies that make the cut.

Online meetings best for:

• Speed and convenience, especially across locations or states

• Initial screening or shortlisting

• Smaller budgets or tighter timelines

• Why it works:   Virtual meetings are efficient and accessible. They’re great for early-stage conversations or when geography makes travel impractical. But they can feel more transactional, and it’s harder to gauge team energy or interpersonal fit.

Face-to-face best for:

• Reading body language and team dynamics

• Building rapport and trust quickly

• Getting a feel for how the agency operates in real time

• Why it works:   In-person meetings allow for richer interaction. You can observe how the agency team collaborates, how they respond to ambiguity, and whether they genuinely engage with your business challenge. It’s also easier to spot red flags - like over-rehearsed answers or lack of cohesion.

Chemistry is subtle, and often the deciding factor between a good agency and a great one, so however you meet, make sure the format allows for real, two-way conversation, not just a polished pitch.

2. Prepare Questions.

   Skip the 50 page credentials deck and avoid asking them to respond to a

   full brief at this stage. Great chemistry meetings go beyond credentials - they’re about uncovering how an agency thinks, collaborates, and fits with your team.

   
   

   However, sharing a few key questions ahead of time can help agencies prepare thoughtful, relevant responses and it sets the expectation that this isn’t a pitch - it’s a conversation. But you don’t want to give them a script to rehearse either.

   
   

   What to share beforehand:

   • 3 - 5 strategic questions that require reflection, not rehearsed answers, Questions can fall into categories ie strategic & cultural fit, collaboration & communication, team dynamics & culture, future thinking & fit.
     

   • A short note explaining the purpose: “We’re looking to understand how your team thinks, collaborates, and fits culturally - not just what you’ve done.”

     
     

     This gives them space to prepare without turning the meeting into a performance.

     
     

     What to keep for the room:

   • Questions that reveal spontaneity, team dynamics, and authenticity

   • These are best asked live - they’re conversational, disarming, and often the most revealing.

     
     

     Why This Balance Works:

     By sharing a few questions in advance, you:

   • Set a tone of transparency and respect

   • Encourage deeper thinking

   • Avoid catching them off guard in a way that feels adversarial

   • But by keeping some questions for the room, you preserve the natural flow and get a glimpse of how they think on their feet.

     
     

3. Observe team dynamics.

Watch how the agency team interacts with each other. Are they cohesive? Do they listen to one another? This often reflects how they’ll work with you.

4. Test for empathy and curiosity.

Do they ask thoughtful questions about your business model, internal dynamics, or goals? Agencies that show genuine curiosity are more likely to deliver strategic value.

5. Imagine them in your team.

Would you feel comfortable having them in your Monday morning WIP? Would you trust them with sensitive conversations? That gut check matters.

6. Common red flags.

• Over-rehearsed answers with no real substance

• Lack of interest in your business beyond the brief

• Defensive responses to constructive questions

• A team that feels transactional, not invested

Final thoughts.

Choosing the right agency partner is one of the most important decisions you can make, but it doesn’t have to be overwhelming. With the right approach, clear expectations, and a balance of chemistry and capability, you will find an agency that can become a genuine extension of your team as well as one that is invested in building a long term partnership with you.

And remember, chemistry isn't fluff - it's foundational.  It accelerates decision-making, deepens trust, and makes the hard moments easier to navigate. If you get it right, everything else - strategy, execution, results - flows better.

So when you sit down with your shortlisted agencies, don’t just ask what they’ll do. Ask how they’ll do it - and then ask yourself whether you want to do it with them!

Whether you are in the midst of reviewing your agency needs or planning for the future, if it would help you to understand how we approach agency search and selection using our ten point framework, drop us a line for a chat.

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