It's a truism that an agency and a client must *fit*. What does this mean? And does it matter anymore? Many clients select an agency based on *fit*. This usually means that the size of the agency must somehow be equivalent to the size of the client. It's rare that the size of the client *matches* the size of the agency. Typically agencies are (much) smaller. So, what does equivalent mean? It seems that equivalent means that the agency's engagement team (account executive, project manager, etc.) are *on the same level* as the client's management team (marketing manager, marketing director, etc.). There is a *fit* when client's lead and the agency's lead have the same scope of thinking. They have the same scope of thinking when they conceive of the work to be done as the same amount and at the same level. Of course, none of this means that the agency is actually *good*. A mis-fit can take place when the agency has a broader scope in mind and a higher level of work. In this case, going by fit will mislead the client into accepting an inferior agency. So, don't be too quick to go by fit. You might be passing up a fine agency simply because they challenge you to grow your business aggressively.