Can You Handle the Truth?

Agencies' performance management programmes are discussed in this 2009 ANA Advertiser article. Clients' - as well as agencies' - performance should help to inform this process.

Can You Handle the Truth?

Richard Benyon

The client-agency relationship is stronger when your performance as a client is evaluated and assessed on a regular basis

There is no hotter topic in agency relationship management than 360-degree evaluation in which an agency provides feedback to its client as part of a formal, structured performance management program. The ANA reports that it is fielding an increasing stream of questions on this complex and emotive topic, which indicates that in these tough times companies are seeing value in optimizing both sides of the client-agency conversation.

But a struggling economy is not the...

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