Agency evaluation programs have evolved over time and are widely recognized as the foundation of a sound agency management program. Agency evaluations help improve the overall client – agency relationship which translates into higher quality work at a faster output.
At Decideware we've built the industry leading agency evaluation solution and it's been in market for nearly 10 years now. We encourage clients and agenciesto provide feedback into the software design and as such, it continues to develop.
Recently, there is a need to make agency evaluation programs simpler yet more effective. Stakeholders want the evaluations to be easier to administer, quicker to complete, with immediate results. There is greater focus on post-evaluation work whichneeds to involve the agency partners with collaborative action planning to create meaningful change.
Increasingly, advertisers understand they have responsibilities to ensure their programs and practices are productive and provide value. Administrators should have the appropriate skills to manage the program. Agencieshave the same responsibilities.
Agency evaluation programs can result in the ability to provide constructive feedback, outline opportunities and create collaborative action plans. These programs can be conducted at not only the agency level, but at every level from country, to region and global.
Strategic analysis and year-to-year trending allow marketing teams to think about how they can best manage agencies and understand the patterns that emerge by certain variables - including agency performance by brand, geography, or holding company.
A well-managed agency evaluation program underpinned by the right technology (Decideware's Evaluation Manager) can produce great insights for the client and agency teams and inform the conversations and decisions they need to make to ensure the relationship stays productive, healthy and profitable for all parties.