An honest guide written by a producer who has been on both sides of the table.
If you haven’t chosen a video agency before, this is the blog post I wish existed when I stood on your side of the table for the first time.
I’ve been a producer since [INSERT – e.g. “2010”] and have seen numerous companies make the wrong choice. Not because they were unintelligent – because they were guided by criteria that sound reasonable but in practice say nothing about which supplier solves their problem. This article attempts to correct that.
It’s deliberately written without a big “choose us” pitch at the bottom. If you choose Story & Co afterwards, fine. If you choose someone else, fine. The important thing is that you choose someone who can actually solve what you need.
The five things all agencies say - that mean nothing
When you ask for quotes from five video agencies, at least three of them will tell you the same five things. It’s not because they’re lying. It’s because it’s agency-speak. But it also means it can’t be used to tell them apart.
“We start with your business.” – Everyone does. Instead, ask how.
“We make creative solutions with high production value.” – It’s a category, not a differentiator.
“We have a strong team.” – Of course they do. They wouldn’t say anything else.
“We’ve made movies for big clients like [name].” – A name doesn’t mean the person you meet has done something for them. Ask specifically.
“We have a clear process.” – Ask to see it. In writing. With deadlines and deliverables per phase.
The five things that actually reveal if the agency can deliver
These five are harder to pinpoint, but they’re what separates agencies that deliver from those that just look pretty:
How much of the production is in-house?
Agencies that outsource shooting, editing and grading have a harder time keeping quality and schedule consistency. That doesn’t mean they’re bad – it means their coordination burden is higher. Ask specifically: how many of the roles that make your movie are stuck with you?
Can they show you their process on paper?
An agency that has a mature process has it documented. Ask: “Can you send me your standard process from brief to delivery?”. If they have to invent it for the email, it’s a flag.
What questions do they ask you?
A strong agency asks you tough questions in the sales meeting. “What is your KPI?” “Who will see the movie – and where?” “What have you tried before and did it work?”. If they just nod and say “we can do it”, you haven’t found the right agency yet.
How do they handle strategy vs. production?
Some agencies are strong on strategy but outsource production. Others are strong on production but have minimal strategic depth. Find out where their strengths lie – and match it with where you need it most.
What measurable results have they delivered?
Ask for two or three concrete examples where one of their films delivered a measurable result – with numbers. If they can’t give you that, it either means they don’t measure or their movie didn’t deliver. Both are essential to know.
Seven questions you should ask before you decide
Take them to all five agencies you ask for quotes from. You’ll find that the answers are surprisingly revealing:
- Who in your organization is on the actual shoot – and how many hours is it? (Tests if the person you meet is actually on your project.)
- What is your typical timeline from brief to finished film? (Realistic timelines are usually between 4-8 weeks.)
- Can you show me a case where you chose a strategic direction together with the customer – and what changed along the way?
- How do you handle a customer who becomes dissatisfied along the way?
- How many audit rounds are included – and what costs extra?
- Who owns the raw material and file files after delivery?
- Will you let me talk to an existing customer who has run a project with you recently?
Red flags: signs that you should leave
There are some things that in themselves are not proof of anything – but if you experience several of them simultaneously, it’s worth taking a breath before you sign:
The offer is hard to read through. If you can’t understand what you’re paying for, you can’t hold them accountable. Print-heavy offers without clear deliverables are a warning.
They will not comment on your brief. A good agency will have 2-4 questions or challenges to your brief before they send an offer. If they just write what you said back to you packaged as an offer, they haven’t read it.
They have no references you need to contact. Every good producer has 3-5 clients she would like to lend as references. If the agency won’t give you any, that’s significant.
They promote a “permanent creative director” who won’t be on your project. Ask specifically who is on.
What it really costs to choose wrong
An incorrectly chosen video agency delivery costs far more than the price difference. We’ve seen clients spend 40-80 hours of extra project management to fix a mediocre product – that alone typically costs $30,000-60,000 in internal hours. Plus the original production cost. Plus the lack of impact of a movie that doesn’t deliver.
It’s worth spending extra time on the selection. A thorough selection process takes 2-4 weeks. A wrong delivery typically takes 2-4 months to recover from.
Our own bid - short
If you think our approach sounds right after reading this guide, feel free to get to know us better. We are an agency and production house in one with our own studio in Svendborg. You can read about our approach and prices on our video agency page.
If you choose someone else – you’re welcome. The most important thing is that you choose someone who actually fits what you need.
Frequently asked questions
How much does it cost to hire a video agency?
In Denmark, a typical video production from an agency is between DKK 50,000 and 500,000. It varies significantly with format, complexity and whether strategy work is included. Always get at least 3 comparable quotes before you decide.
How many quotes should I get?
Three to five. Less than three doesn’t give you enough to compare. More than five costs you so much time that it’s rarely worth the effort. Once you have them, ask them to present – not just send. You’ll learn more from a 30-minute meeting than from a quote on paper.
Should I choose a local or national agency?
It depends on the project. For larger campaigns requiring top-tier specialist talent, Copenhagen is often a natural choice. For ongoing content production, local agencies typically win on response time and price. We argue that local agencies are often undervalued.
What if budget is a constraint?
Be honest about it from the first email. A strong agency will help you tailor the project rather than sell you something that doesn’t deliver. “We have 80,000 DKK – can you make something that works for that?” is a better brief than “we’d like 6 cuts and a TVC”.
How much time should I allocate to the selection process?
Plan on 2-4 weeks from sending the brief to signing the contract. Less than that and you risk choosing too quickly. More than that and your project risks losing momentum.
What do I do if the agency doesn't deliver as promised?
First: bring it up in good time. Many revisions can be resolved in 2 weeks if you raise concerns early. If that’s not enough, ask for a meeting with the producer AND a senior person at the agency. Most agencies will go to great lengths to rectify an issue if it’s raised early.
Should we be your video agency?
If our approach sounds right, let’s have a no-obligation chat. We’ll get back to you the same day on weekdays.
