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Richard Benyon

Recent Posts

Agencies are valued partners in advertisers’ evaluation programs. They act as respondents in the relationship surveys our clients conduct, often they’re invited to play a role in shaping the program, and certainly they will engage to act on the findings.

Late last year the WFA and Decideware partnered to deliver a seminar to WFA Sourcing Forum members in Singapore.

All aboard? Why it's critical you have a formal on-boarding program for your agency partners and internal stakeholders!!!

Key Benefits of Formal Onboarding Programs

Which president is this quote attributed to... "Complaining about a problem without proposing a solution is called whining"?

So what can you do to get the comments you need from your agency evaluations for meaningful action planning?

 

The Importance of Writing Effective Eval Comments

Are you simply using the "volume control" for your scopes of work? Or are you making sure you have the right mix?

Do you have the right mix

 

Bored, tired, listless? Is your agency evaluation process getting  stagnant?

How to Keep Agency Eval Prog Relevant

 

You are about to embark on your agency partnership road trip. What's the most important thing you need to take with you?

SOW Road Trip Video

A few years back I attended an excellent ANA course in San Francisco. The day's workshop, 'Optimizing the Client/Agency Relationship', focused on relationship management and was run by Joanne Davis, a leading light in this space. One of the key learnings I took from the day was how important it is to be a 'great client'! So how does this apply to agency evaluation?

    

 

Agency Management Leaders

This year's Procurecon Marketing conference was held in Nashville, with just under 200 agency management and marketing procurement practitioners in attendance. The size of the conference was perfect for networking, and we had the pleasure of hosting our first Agency Management Leaders dinner, with 20 marketing procurement directors and senior managers getting together to trade ideas and make new connections. Much of the value of these industry conferences occurs outside the official sessions, so it was a pleasure to help facilitate some of these discussions in a less formal environment!

What is agency evaluation feedback success???

I was recently researching the "people-centric" aspects of Agency Relationship Management, especially focusing in on how and why to collect feedback. I found a great definition for success.



http://www.ana.net/committee/meeting/id/MFWC-SEP15

At a recent ANA West Coast committee meeting, Olga Payne (Nestle Purchasing Manager) and Richard Benyon (Decideware Inc CEO) presented a one hour case study on how Nestle has successfully applied Business Intelligence to their Scope of Work program.

 

Back in 2007, Adweek highlighted the 50 year relationship between Publicis Groupe’s Leo Burnett and insurance giant, Allstate.

At a time when so much is written about the decline of long term client - agency relationships, this one receives plenty of interest.

The article reveals the five things Lisa Cochrane, Allstate EVP of integrated marketing and Nina Abnee, Burnett EVP of account management learnt from having survived and subsequently prospered from a difficult period in 2003.

They identify 5 important learnings to building a successful long term client – agency relationship:

performance

 

Most managers in Strategic Relationship Management (e.g. Marketing Agencies or Strategic Suppliers) can list a fair number of reasons why relationship evaluations should be conducted on a regular basis.   A typical list is shown below.   The problem with these sorts of lists is that the benefits are all a little theoretical and lack direct practical relevance.   Forget the theory, how do relationship evaluations really help?   What practical help can I get from them?

 

This is the second article in a series inspired by a book published by Harvard Business School Press called "Managing Performance to Maximize Results". It is a compilation of articles, all based around Human Resources Performance Management - and in many cases the ideas and practical examples have direct parallels in the area of Strategic Relationship Management.