There’s no secret formula for successful marketing and advertising. You do your homework, develop a smart strategy, bring it to life with good ideas, execute well and then evaluate and adjust as necessary. Of course, most agencies give this process a slick name and call it proprietary, but frankly, we’re all doing the same thing. So how do you tell us all apart? How do you decide which agency you should trust with your business? Ultimately, it comes down to the people you’ll be working with and what those people believe in.