Facilitating Feedback
Douglas Quenqua
A new category of Web-based programs promises to help marketers and agencies manage and automate the 360-degree evaluation process
Any client-side marketer who works with an advertising agency is, in one sense or another, running an agency-evaluation process, whether that means issuing annual grades based on financial objectives or keeping a mental list of pros and cons. Wherever your organization falls on the spectrum, a handful of companies are now producing Web-based programs that promise to help manage and automate the process. They will remove the guesswork and make it easier to compare results over years,...