Agency Selection Process: Key Findings
Choosing the right agency matters more than ever.
The average B2B deal now involves over 62 touchpoints before a purchase is made, according to a recent industry estimate.
For industrial-manufacturing firms like Clearwater Paper, this means agency partners must not only be tactically strong but deeply aligned with brand, supply-chain, and sustainability messaging.
In an interview with DesignRush, Clearwater Paper Marketing Manager Elina Rodina walks through how she evaluates agencies and why certain factors instantly move someone out of the running.
Who is Elina Rodina?
Elina Rodina is the Marketing Manager at Clearwater Paper, where she leads marketing initiatives that drive customer engagement and strengthen brand performance. With a background in product marketing and brand development, she focuses on creating campaigns that align with Clearwater’s sustainability goals and generate measurable business impact.
Choose Agencies That Understand Your Industry
In complex industries, credibility begins with understanding the business.
Rodina insists that any agency partner must speak her company’s language and understand the nuances of B2B marketing.
“Agencies must demonstrate a clear grasp of the paper and packaging industry, especially the nuances of B2B marketing and sustainability messaging,” Rodina says.
She adds that this understanding extends far beyond the marketing department.
“They must grasp how our products move from mill to customer and the role logistics plays in our value proposition,” she explains.
“Experience with environmental compliance and carbon footprint communication is a must.”
For Clearwater Paper, that industry fluency saves time during onboarding and ensures campaigns are authentic, accurate, and relevant to a technical audience.
Value Strategic Thinking Over Execution
Rodina doesn’t just look for agencies that can execute tasks. She looks for thinkers; partners who can shape the brand’s direction alongside her team.
“I look for partners who go beyond execution and offer strategic insights that align with our long-term brand goals,” she says.
To assess that capability, she asks direct, thought-provoking questions during early conversations:
- How would you differentiate our brand in a commoditized market like paper and packaging?
- What’s your approach to balancing sustainability messaging with performance and cost?
- Can you walk us through a campaign you’ve done for a B2B brand with a long sales cycle?
Each question helps uncover whether an agency truly understands the brand’s unique challenges.
It can think strategically about Clearwater Paper’s long-term positioning.
Test for Culture Fit Early
Even the most talented agency can falter without cultural alignment. For Rodina, chemistry and collaboration are as critical as creative performance.
“We need an agency that works seamlessly with our internal teams and understands our corporate values,” she explains.
Her team starts with 30-minute introductory calls to evaluate communication style, energy, and openness.
Those short sessions reveal how an agency interacts and if its culture fits Clearwater Paper’s collaborative environment.
A partner who listens, adapts, and integrates easily is far more valuable in the long run than one that simply delivers a polished presentation.
Follow a Structured Selection Process
Clearwater Paper approaches agency selection with discipline and structure, ensuring every decision is backed by clear data, not personal preference.
“We started by identifying agencies with proven experience in industrial and sustainability-focused sectors,” Rodina says.
From there, her process follows a consistent seven-step framework:
- Initial Research & Shortlisting: Identify agencies with relevant industry experience.
- Introductory Calls: Hold 30-minute sessions to assess chemistry and early ideas.
- RFP Process: Issue a detailed Request for Proposal outlining goals, audience, and KPIs.
- Pitch Presentations: Invite shortlisted agencies to present strategy, creative, and team structure.
- Internal Review: Score each agency on creativity, strategic alignment, and budget transparency.
- Reference Checks: Speak with past clients to verify reliability and performance.
- Final Decision: Conduct a last Q&A before selecting the agency that best fits the company’s vision.
“After a final round of Q&A, we selected the agency that best aligned with our vision and values,” Rodina notes.
This level of structure creates fairness and confidence, reinforcing Clearwater Paper’s reputation for thoughtful, strategic decision-making.
Set Partnerships Up for Success
Once the contract is signed, Clearwater Paper ensures success by integrating agency teams from day one.
“We aligned on goals, roles, and timelines from day one,” Rodina says.
This hands-on approach connects agency strategists directly with Clearwater’s product and logistics teams.
“Their strategists worked directly with our product managers and logistics leads,” she adds. “Weekly check-ins and shared dashboards kept everyone accountable.”
Communication and performance tracking are built into daily operations, keeping both teams synchronized and focused on shared outcomes.
If your business is ready to strengthen its market presence with the right creative and strategic partner, explore the top branding agencies on DesignRush.
