Featured case studies

Scope of Work Case Study

2 years ago, a top US advertiser came to us wanting to improve their systems to...

Agency Management Platform Case Study

3 years ago, one of the world’s top advertisers initially bought 3 of the Decideware...

Business Intelligence Case Study

A leading advertiser contacted us to build on our lengthy relationship, which...

Agency Evaluation Case Study

Our client, a medium sized advertiser in the US first engaged us 4 years ago, adopting...

Resource Mix Case Study

A Marketing Procurement Manager of a well known advertiser reached out to Decideware to...

Evaluation Action Planning Case Study

Mariana, an agency management director for a leading pharmaceutical company, needed to...

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Agency evaluation programs are important but they do have challenges. One of the most important is designing what happens after the people working on the business have completed their questionnaire.

Adopting the world's best BI tools enables Decideware to help clients optimize their agency management programs.

Over the past 12 months, Decideware has invested in business intelligence software.  This BI layer makes the complex task of analyzing data and answering key business questions, a simple and quick process. 

In March, Steven Wales of Decideware presented a course at the ANA School of Marketing “Agency Lifecycle Management – Developing win-win agency relationships that deliver effective marketing campaigns”.

Yesterday, the ANA published the June issue of ANA Magazine which includes a special-section article by Richard Benyon "Surging Ahead: Getting stronger, faster, and better together. Trends and best practices for agency evaluations that build strong client-agency relationships."

One model you can use to help understand agency performance looks at a “Value Multiplier” – the two main elements all agencies should excel at; Strategy (their thinking) and Core Outputs (including creative ideation). In order to deliver this, the agency needs a set of “Enablers”, specifically their people, and their processes (including their financial management).

Once advertisers have collected their assessments, and analyzed the data, it's time to share comments with their agency and start taking steps to improve operations. Advertisers want to deliver in-depth, but constructive feedback to continue to enhance their relationship with their agencies.

To make better decisions, it is vital to have data you can rely on. An evaluation is nothing without a strong, in-depth question set. Designing questionnaires or scorecards can be one of the more complicated portions of the process, as advertisers need to include input from the various departments interacting with the agency, and in many cases the agencies themselves.

There are key elements that advertisers should consider when developing agency evaluation programs. Frequency, assessment models, and rating scales should all be carefully considered and developed to ensure the success of the program. 

Many advertisers have trouble making use of data that could help them better manage agency performance, relationships and spend optimization. That data is often presented in Excel spreadsheets and it’s very hard to make sense of it.

Teddy Roosevelt once said, “Complaining about a problem without proposing a solution is called whining.” This same principle can be applied to agency performance evaluations.  Too often, free-text comments are used to simply complain about an issue, but they don’t provide a proposed solution or action.

Advertisers use evaluations to gauge and manage the success of their relationships with agency partners. These results are typically distributed to client and agency teams. However sometimes, stakeholders aren't properly engaged in the process. Without high rates of participation, advertisers can't fully learn how to improve their agency relationships. Therefore, it's important for advertisers to increase participation in their evaluations to ensure their relationships are strong, the work is good and that it yields the intended results. Here are some steps advertisers can take to do just that:

Richard Benyon, CEO of Decideware, will present "Agency Evaluation 2020: Are you prepared?" at the upcoming ANA Procurement Series webinar.


Decideware is currently attending the WFA Global Marketer conference in Kuala Lumpur, Malaysia from March 15-18th.   


Data provides greater insight into ad production costs.

Brands spend a lot of money on advertising to reach their audiences, and production costs are a big part of the investment. It's always important for advertisers to weigh the costs of production with the required quality of the end product and advertising objectives. Simply cutting costs could result in less effective campaigns with negative outcomes bigger than the production cost savings. That said, advertisers want to optimize their investment and get the best value for the money. 

 

On Feb. 2, Decideware held a successful workshop for a group of East Coast-based clients in New York City.