Surging ahead: Trends in improving agency relations
The agency evaluation has long been recognized as the cornerstone of a sound agency performance management program. A good agency evaluation process helps marketers improve their return on marketing investment through better relationship management, which translates into more high-quality work at a faster output and with improved quality results.
To evaluate agencies they work with, marketers collect data and then apply that information to make better decisions in four steps. First, they identify whether the agency has its best talent on the business, then they optimize to ensure that talent is...