Don't ask them if they are creative. Ask them how they handle disasters. These questions are designed to make sales reps sweat and actual experts shine.
1. "Who actually is in command here?"
Usefulness: Bait and switch is common. Ensure the creative director isn't just a figurehead while interns do the heavy lifting.
2. "How do you handle 'I don't like it' without a reason?"
Usefulness: Subjectivity kills projects. You need a partner who can decode your gut feelings into actionable edits.
3. "What is your protocol for file handoff?"
Usefulness: You are paying for the source files, not just the JPEGs. Make sure they don't hold your vectors hostage later.
4. "Walk me through building a content creation strategy from scratch."
Usefulness: Tests if they can think strategically or if they just color in the lines you provide.
5. "How do you bill for the 'small tweaks'?"
Usefulness: Scope creep is a budget assassin. Unexpected invoices ruin relationships.
6. "Do you use Generative AI? Be honest."
Usefulness: It’s fine if they do, but you shouldn't pay handcrafted rates for robot work.
7. "How do you conduct a competitive content analysis before starting design?"
Usefulness: Pretty pictures are useless if they look exactly like your rival’s.
8. "What is the one thing clients usually hate about working with you?"
Usefulness: A psychological curveball. Their self-awareness tells you everything.