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.
But we wanted to learn more, and in more depth about how agencies view evaluation programs. And we wanted to share those learnings with our colleagues in the industry.
So, with the support of clients, and the generous commitment of senior agency executives providing time and thinking to participate in this initiative, we’ve been conducting a series of 1-on-1 interviews to secure contemporary views and insights that we can all learn from.
In the near future, we’ll publish a paper that describes the process, tables the results and discusses the ﬁndings.