For all ANA (Association of National Advertisers) members on the West Coast, please note that Richard Benyon will be discussing agency evaluation at the next Agency Relations, West Coast Chapter committee meeting (Thursday Jan 29th).

AGENCY EVALUATIONS: 10 PRACTICAL TIPS (12:45-1:45pm)

There has been a tremendous amount of recent interest from ANA members on the topic of agency evaluations. According to ANA proprietary research, 80% of respondents conduct agency evaluations on a regular basis to assess agency relationships and identify potential problems. Richard Benyon, CEO of Decideware Inc, will discuss 10 practical tips on extracting the most value from your agency evaluation program. Working with leading ANA members and using the latest best-practice research, this interactive discussion will cover the following areas of interest:

1. Actionable - Starting evaluations with the end in mind.
2. Relevant - Correctly structuring your scorecard.
3. Clear - A sound communication strategy.
4. Consistent - Is the glass half-full or half-empty?
5. Deep - Involving your stakeholders.
6. Collaborative - Finding blind-spots with agency self-assessments.
7. Accountable - Ideas for 360 evaluations.
8. Trusted - Lifting response rates and timeliness.
9. Insightful - Providing reports that tell the story.
10. Strategic - Comparison & trending your entire portfolio

Speaker: Richard Benyon, CEO - Decideware