The Nairobi Agency Landscape: What You're Walking Into
Nairobi has hundreds of marketing agencies, ranging from world-class full-service firms to one-person operations with a Canva account and a lot of ambition. The challenge is not finding an agency ? it is finding the right one for your specific business, budget, and goals.
The stakes are high. A good agency partnership accelerates your growth. A poor one wastes your budget, misses your deadlines, and gives you generic work that does nothing for your brand.
Here are 10 questions to ask every agency before you hire them.
Question 1: Can You Show Me Work Similar to What I Need?
Any credible agency should be able to show you portfolio examples that are genuinely relevant to your project. If you need vehicle branding, ask to see vehicle branding projects. If you need a website, ask to see live websites they have built.
Be wary of: generic stock-image-heavy portfolios, work they cannot fully claim as their own, or agencies that deflect this question.
Question 2: Who Will Actually Work on My Account?
Many agencies win business with senior talent, then hand execution to junior staff. Ask specifically:
- Who will be my day-to-day contact?
- Who will design my materials?
- Will the people who pitched me actually work on my project?
Question 3: What Is Your Process from Brief to Delivery?
A professional agency has a defined, repeatable process. They should be able to clearly explain how they go from receiving your brief to delivering final work ? including revision rounds, approval stages, and production timelines.
Vague answers here suggest vague execution.
Question 4: How Do You Handle Revisions?
Revision policies vary enormously. Some agencies include unlimited revisions; others bill for every change after the first round. Get this in writing before signing.
Ask: How many revision rounds are included? What constitutes a revision vs a new brief? What is your out-of-scope billing process?
Question 5: What Are Your Payment Terms?
Standard practice in Kenya: 50% deposit upfront, 50% on delivery. Be cautious of agencies demanding 100% upfront for large projects, or offering deferred payment structures that create dependency.
Also ask about what happens to your files if the relationship ends ? you should always own your own brand assets and files.
Question 6: Can I Speak to Two or Three Past Clients?
A confident agency will readily provide client references. Call those references and ask directly:
- Did they deliver on time and on budget?
- Was the quality what was promised?
- How did they handle problems or challenges?
- Would you hire them again?
Question 7: Do You Have In-House Production or Do You Outsource?
Agencies that handle design in-house but outsource printing or installation have less quality control and often mark up outsourced services significantly. Understand exactly what is done in-house versus subcontracted ? and by whom.
Question 8: What Reporting or Accountability Do You Provide?
For ongoing retainer relationships (social media management, digital advertising), ask what reporting you receive. How frequently? What metrics? How do you know if the campaign is working?
Agencies managing your advertising budget should provide monthly reports with clear performance data, not just "here are some likes and follows."
Question 9: How Do You Stay Up to Date?
Marketing evolves rapidly. Ask how the agency stays current ? industry publications, professional associations, platform certifications, or team training. An agency still using 2018 social media strategies for a 2025 campaign is costing you money.
Question 10: Why Should I Choose You Over Your Competitors?
A confident, honest agency will give you a clear, specific answer. They will articulate what genuinely differentiates them ? not just "we are passionate" or "we care about our clients" (every agency says this). Look for specific, demonstrable differentiators.
Red Flags to Watch For
- Promises that sound too good to be true ("We'll get you 10,000 followers in a month")
- Reluctance to put things in writing
- No clear process or timeline
- Inability to explain their past work or results
- Pressure tactics or pushy sales behavior
- No physical premises or permanent contact details
Why Brands Companion
Brands Companion Digital is a full-service marketing and branding agency with physical premises in Nairobi, a portfolio spanning 50+ projects, and a client base that includes leading Kenyan corporations, NGOs, and SMEs.
We are happy to answer all 10 of these questions ? and provide references. Contact us to schedule a free discovery call.