A common problem we encounter with relationship reviews is that participants at all levels are often unclear about the purpose of the program, and how it is implemented. Typically this problem occurs when a program has been in place for a number of years and has taken on a life of its own. The problem with this state of affairs is that administrators, evaluators and the agencies all become disenchanted and therefore reluctant to participate.
Advertisers with best practice relationship evaluation programs ensure that all participants in the program — administrators, evaluators and the agencies — know clearly why the program is in place and how it is implemented. Questions to consider here include:-
Best practice evaluation programs should have clarity of purpose. The programs lead to actions that have value for all stakeholders. Everyone in the program is on board.