Why?
Most large advertisers have in place some kind of program for reviewing the performance of their advertising and other marketing or communication agencies.
This is especially true if incentive compensation is a component of the remuneration package.
Yet for all the commitment to formal agency reviews, in practice many companies find them difficult to implement and manage resulting in frustrations for participants and administrators. Common problems include...
| Useability |
applications that are difficult to use and understand!!! |
| Scaleability |
particularly with multiple agency types, regions/countries, many brands etc |
| Inflexible |
in that it can be difficult to alter content, question sets and scorecards |
| Data issues |
difficulty accessing and retrieval once it has been gathered (particularly previous reviews) |
| Skepticism |
about outcomes because of poor completion rates, little transparency and low levels of 'buy-in' by the agencies |
| Actionability |
few actionable outcomes ever emerge that genuinely help improve the relationship |
Clearly what’s needed is a robust framework to help advertisers through the difficult process of agency performance evaluation and reviews.
What?
Agency Relationship Optimizer has been developed specifically to help advertisers and their agencies better measure and track levels of performance and satisfaction in their relationships.
The application both fully configurable and highly flexible, so administrators can select whatever assessment criteria best apply to their relationship, and assessment can be one-way or two-way.
Importantly, the process leads to the development of Action Plans to ensure that findings are addressed.
Standard reporting from Agency Relationship Optimizer enables outcomes to be broken out in any number of ways including...
| Structure |
Agency |
Geography |
Assessor |
| by business unit |
by agency |
by country |
by individual assessor |
| by category |
by agency group |
by region |
by assessor job function |
| by brand |
by agency type |
globally |
by assessor location |
The 'relationship data-warehouse' acts as an easily accessible central repository for all information relating to agency relationship reviews.
It has built-in workflow and email functionality to ensure easy communication with participants in the program.
And standard reporting includes easy checking on the progress of participation by assessors.
Outcomes are available immediately, all brought to life in a wealth of reports that can be saved and distributed as PDF files.
How?
Agency Relationship Optimizer is an 'on-demand' web application that users can access from anywhere in the world without having software installed on their computers.
Agency Relationship Optimizer can be adopted self-managed or delivered fully managed by one of our consulting partners in the USA, UK, Australia, New Zealand, Europe and Asia.
These partners are: Morgan Anderson (USA), Roth Associates (USA), Brand Action Team (USA), Agency Assessments International (UK/Europe); Navigare (Australia); The Clinic (Australia); MDA Asia-Pacific (Asia); Aqumen (New Zealand).
Now!
Please contact Steve Raye or Jeff Grindrod on 860-651-4654 or at sraye@comcast.net for details.
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