How to Choose a CPG Marketing Agency: A Founder's Checklist
The short answer
Pick the problem before the agency. Decide which channel matters most, match it to an agency type, then ask who does the work, what you will own and how results get measured against profit. If you cannot answer what the first 90 days should change, you are not ready to hire.
Match the problem to the agency type
| Your main problem | Look for |
|---|---|
| Selling direct online | Paid media and email specialist |
| Winning on Amazon or Walmart | Marketplace specialist |
| Moving product in stores | Shopper marketing or retail media agency |
| Brand or packaging is unclear | Brand and packaging studio |
| Need content and attention | Social and creator agency |
| Not sure what the problem is | Founder community or fractional operator first |
Eight questions to ask
- Who will actually work on my brand each week?
- Which CPG brands at my stage have you worked with?
- What will change in the first 90 days?
- Do you report on profit, or only on clicks and sales?
- Who owns the ad accounts, creative and data if we part ways?
- What costs sit outside your fee?
- How long is the contract, and how do I leave?
- When would you tell me not to hire you?
Warning signs
- They promise a return before seeing your margins.
- The people who pitch you are not the people who do the work.
- You do not own your ad accounts.
- Reports show activity but never contribution profit.
- They recommend every channel at once.
Check the numbers first
An agency cannot fix a product that loses money on every order. Know your margin, your cost to acquire a customer and how much a repeat buyer is worth before you sign. Then compare the likely cost with what your margin can support.
Ready to compare?
See our comparison of CPG marketing agencies for founders, or the alternatives if a retainer is too early.
Common questions
What should I look for in a CPG marketing agency?
Look for proven work with brands at your stage, clear ownership of accounts and data, reporting tied to profit, and a named team who will do the work.
When should a CPG founder hire an agency?
Usually after you know your margins and which channel is working, so the agency is scaling something proven rather than guessing for you.
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