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BizReport : Research archives : September 16, 2009

Are you evaluating your agency's performance?

How often do you schedule an evaluation of your digital, PR or marketing agency's performance? According to a new survey by the Association of National Advertisers, the majority of marketers regularly conduct formal agency performance evaluations.

by Helen Leggatt

ANA logo.jpgBased on an online survey of 117 marketers in July of this year the ANA reports that 82% regularly review the performance of their marketing agencies. This high figure isn't surprising considering the emphasis many companies are putting on accountability.

"The companies that plan regular assessments are likely to identify successful and under-performing aspects of their agency relationships, leading to constructive dialogue and exchanges," said Bob Liodice, ANA president and CEO. "This will productively support collaborative integrated marketing and brand-building strategies in the long run."

Over half of marketers (58%) rated formal agency performance evaluations as "extremely" or "very effective" in maintaining the client-agency relationship while 38% found them "somewhat effective". Only 3% rated them as "not too effective" or "not at all effective."

The most common criteria included in formal agency evaluations were innovation (85%), strategy (82%), implementation and follow through (82%), fiscal stewardship (81%) and ideas (77%).

Do you know how well your agency is performing? Are they meeting expectations? Perhaps it's about time you found out.

Tags: agency evaluation, client-agency relationship, marketing agency, performance evaluation

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