Surging ahead: Trends in improving agency relations

Richard Benyon

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 working in the most effective and efficient manner. Depending on what's uncovered, marketers then either fix existing problems or reward success for a job well done. Finally, the marketers work to improve processes on their own side to enable the agency to do its best work.