Being a two-way feedback exchange between a committed client and an active agency, the agency evaluation process could be better described as a relationship evaluation. And while much has been written about agency evaluations from the client's perspective, there's been little coverage of the agency's side and its specific practices and behaviors.

To better understand the agency's perspective on this important process, Decideware conducted a series of interviews in recent months with leading agency-side executives and specialized relationship consultants. These agency contributors span different networks and holding companies, and each one has worked with large, global, multibrand marketing organizations.

Their opinions hold a number of commonalities and provide a valuable inside look at how agencies approach the evaluation process. Here is a synthesized look at what they say contributes to a successful evaluation.

A Successful Evaluation Process Begins at the Top