Best-Practice Spotlight

Best-Practice – Agency Evaluations

"According to the Association of National Advertisers, using a software tool to conduct an agency evaluation program is best practice"

Conducting regular formal agency evaluations is best-practice according to advertising industry member organizations, such as the Association of National Advertisers in the USA and ISBA in the UK.

The Association of National Advertisers makes the following recommendations for marketers wanting to optimize their agency relationships and performance:

• Conduct regular assessments
• Assess all types of agencies – creative, media, digital, PR, research, etc
• Conduct formal evaluations
• Provide neutral management – keep the focus on objectives and metrics, not personalities
• Conduct reviews bi-annually and avoid end-of-year surprises
• Use a consistent format across all agencies, but include some which address the needs of specific agency types
• Start with clear measurable objectives
• Balance qualitative and quantitative metrics on scorecards
• A software tool saves time and provides a database to access valuable intelligence
• Use the process to align and motivate – don't use it as a weapon
• Successful client-agency programs require mutual trust, respect and commitment.

Sources: www.ana.net and www.asba.org

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