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...


Managing Production Costs

Some recent commentary (post from Clive Duncan) discussed the current state of the advertising production market and highlighted a number of interesting changes in the market:

This year, one of our clients approached us to help them design and implement a global Scope of Work program.  

The ANA Masters of Measurement conference will be held from September 14-16th in Naples, FL at the Ritz Carlton. This conference focuses on measurement and how measurement can help marketers make better decision and ultimately improve efficiencies and ROI.

Over time, agency evaluation programs can run out of steam. Some reasons for this can include:

Decideware is once again proud to sponsor the ProcureCon Marketing meeting to be held at Loew's Hollywood from November 14-16th. 2016 marks the 5th year of Decideware's commitment to provide marketing & procurement teams with opportunities for education, personal development and networking via this conference (and 9 years in partnership with advertiser member organizations, including the ANA).

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.