Keeping on the privacy lines (as per last post) what would make you trust a business, or a person? Newstransparancy.com believe that by having a Journalists every detail available, from phone number to facebook, that they will be more trustworthy.

Personally I am not sure how seeing drunken pictures of you on a night out can really show your personality or whether you are trustworthy or not. Of course, it is important for companies to have some transparency so clients can be assured that their money and brand are in good hands.

Choosing the right agency is a big step, remember that you are starting a relationship, so be strategic - do you get on with the team, do they understand your vision, can you see a future with them?

When approaching agencies, don't always go for the yes men - those agencies who challenge your perspective can provide an option you may never have thought before and take you to the next level of brand power.

Don't be tempted to read a website and only pick out words such as SEO, Web 2.0 and think you have found the dream connection, what else does the site say about that agency? However, the design of an agency site is also not typical of what they offer; a pitch process will show you all the unique skills they possess.

Trust is always important, and it should be shown from both client and agency side.