We determine best-fit use cases from the underlying agency data and supporting evidence rather than relying on how an agency describes itself. This can include minimum and typical engagement size, client size, industries, markets, platforms, campaign objectives, services, and relevant client work.
For example, an agency may qualify as a strong enterprise option because it consistently works with large organizations, manages complex multi-market campaigns, and has an engagement minimum that reflects that operating model.
We assess campaign results in context rather than treating the largest headline metric as the strongest evidence. Where available, we consider the client, objective, platform, market, timeframe, agency role, baseline, metric measured, and reported outcome.
We also consider whether the same capability appears across multiple campaigns. One successful TikTok campaign can demonstrate experience; repeated relevant work provides stronger evidence of specialization.
We review submitted information for completeness, consistency, and available supporting evidence. Depending on the claim, this can include agency websites, campaign pages, client materials, public announcements, and other primary sources.
We distinguish between information reported by the agency, information supported or confirmed by another source, and conclusions reached through IMH's own analysis. A claim is not treated as independently verified simply because an agency submitted it.
Relevant evidence carries more weight than reputation alone. We look closely at whether an agency has demonstrated experience with the type of client, market, platform, objective, and campaign being evaluated.
Named clients, awards, and large campaign metrics can support an assessment, but they are more meaningful when the underlying work is directly relevant to the buyer's requirements and provides enough context to understand what the agency actually delivered.
Listing a service does not automatically establish expertise in it. We look for supporting work that shows the agency has actually delivered that capability for clients.
For example, an agency may offer TikTok influencer marketing, but documented TikTok campaigns, relevant client work, the services performed, and measurable outcomes provide stronger evidence that the capability has been demonstrated in practice.
Each roundup evaluates agencies against a different buyer requirement. An agency that is highly suited to enterprise global campaigns may be less appropriate for a small business because of its minimum engagement or delivery model. Similarly, strong beauty experience does not necessarily establish the same level of expertise in B2B or gaming.
Our category-specific recommendations therefore use the evidence most relevant to that particular industry, platform, budget, market, client type, or campaign objective rather than repeating the same overall ranking across every roundup.
We consider commercial fit alongside capabilities and experience. Minimum engagement, typical campaign size, client profile, engagement model, geographic scope, and relevant past work can all affect whether an agency is realistic for a particular buyer.
This allows us to distinguish between agencies built primarily for large enterprise programs and those better suited to smaller, more flexible engagements, even when both offer similar services.
We do not assume that an unconfirmed claim is false, but we also do not present it as independently established. Where relevant, we identify whether information is agency-reported, supported by a client or another primary source, independently corroborated, or not publicly confirmable.
This distinction is particularly important for campaign results, pricing, client relationships, and other information that is not always publicly available.
Agency information is reviewed as new data is submitted or identified through our editorial research. Material changes can include new services, different minimum engagement requirements, expanded markets, new client work, campaign results, or changes to the agency's positioning.
Where available, agency profiles and roundup pages show when their information was last reviewed so older evidence can be distinguished from current agency data.
No. A profile provides structured information that can be considered during our research, but inclusion in a specific roundup depends on how well the agency matches that roundup's criteria and the evidence available to support that fit.
For example, listing beauty as an industry service does not automatically qualify an agency for our beauty agency recommendations. Relevant client work, campaign experience, capabilities, commercial fit, and supporting evidence can all affect whether the agency is included.
