ISBA - Agency Relations Presentation

DECIDEWARE PRESENTS TO ISBA's COMPAG on Agency Evaluation Best Practice
 
Hot on the heels of my recent relocation to London to head Decideware | Europe, I was invited to address the Communications Procurement Action Group of ISBA on the topic of Agency Relationship Evaluations.  

ISBA is the leading industry body representing advertisers in the UK. 

The COMPAG committee sees itself as an "educational forum and community" with a focus on marketing communication services procurement.

I took the opportunity to build a presentation which drew on Decideware’s recent White Paper:
 
What we’ve learnt from the world’s best advertisers
Best Practice Agency Relationship Evaluations

This paper aims to capture the key learnings we've acquired over the years working with some of the biggest and best advertisers to conduct agency evaluations around the world.

 
The 10 key “learnings” reviewed, were:
 
1. Clarify the purpose of the agency assessment program
2. Limit the questionnaire/scorecard to 15-25 meaningful measures
3. If applicable, include performance objectives
4. Make the program as easy as possible for participants
5. Involve the agency
6. Evaluate the client’s performance
7. Transparency and immediacy are essential
8. Make sure that reporting outcomes are superb!
9. Ensure that the evaluation phase is followed by Action Planning
10. Use specialist software
 
The presentation drew spirited participation from the audience.  

There was widespread consensus about the value of conducting formal, robust agency relationship reviews but acknowledgement as well about the difficulties of actually introducing and implementing programs.  

Particular problems appear to be getting all stakeholders onside, and working out which department should fund the cost.  

But once these practical issues are resolved, it is widely agreed the benefits will flow from a well executed review!

Author: Derek Groom, Decideware | Europe

dgroom@decideware.com