Why "best agency" is the wrong question
Agencies are not interchangeable products with a single quality axis. A studio that produces exceptional campaign microsites can be the wrong choice for a five-year corporate platform with eleven internal stakeholders, and the reverse is equally true. The useful question is narrower: which partner is best suited to this scope, this sector and this operating reality?
Replacing a ranking with a scorecard also protects the procurement process. When each criterion is written down before the pitch, the decision survives leadership changes and can be defended internally with evidence rather than impressions.