AGENCY PERFORMANCE EVALUATION

OVERALL SUMMARY

SUMMARY SCORE FOR: / Must Improve / Could be Better / Good / Very Good / Excellent
  • Account Management

  • Creative

  • Consumer Planning/Research

  • Production

  • Media Planning

  • Media Buying

  • Direct/Relationship Marketing

  • Interactive

  • Public Relations

  • Budget and Financial

  • Agency Management

  • OVERALL RATING

Qualitative Comments: Include positive as well as negative examples. As appropriate, comment on Media Neutrality i.e. are you getting advice and ideas that—taken all together—are best for the brand.

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Progress from Last Evaluation: ______

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What We Would Like to See: Areas the Agency should focus on, with timing as needed. ______

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Agency Response: This is often summarized in a follow-up document after the Evaluation meeting.

Signatures/Date:

AGENCY PERFORMANCE EVALUATION

ACCOUNT MANAGEMENT
General Advertising / Must Improve / Could be Better / Good / Very Good / Excellent
  • Know our business/brands/culture

  • Understand our competition

  • Work well with our other partners

  • Good strategists

  • Build good plans/have good ideas

  • Recommend what’s best for the brand

  • Are committed to results

  • Tight attention to execution

  • Cost-conscious

  • Anticipate our needs proactively

  • Have a positive sense of urgency

  • Take direction well

  • Challenge this direction when needed

  • Challenge conventional wisdom

  • Support POV’s convincingly

  • Mobilize agency resources

  • Keep agency effort on strategy

  • Deliver what is committed to

  • Deliver on time, and on budget

  • Run meetings productively

  • Keep us informed/good follow-up

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is readily available

  • OVERALL

Qualitative Comments: Take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on.

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AGENCY PERFORMANCE EVALUATION

CREATIVE
General Advertising / Must Improve / Could be Better / Good / Very Good / Excellent
  • Understand our brands/brand equity

  • Understand our objectives for creative

  • Understand our audiences

  • Know what our competition is doing

  • Propose campaigns, not one-off ads

  • Propose a range of ideas, if asked

  • Ideas are on-strategy

  • Ideas are original and compelling

  • Ideas work across many media

  • Creative works in the marketplace

  • Creative concepts are presented well

  • The rationale is well-stated

  • Response if we don’t buy

  • Open-mindedness to our ideas

  • Willingness to “go back to the well”

  • Attitude to research

  • Can work well under time pressure

  • Deliver on time

  • Are cost-conscious

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is appropriately available

  • OVERALL

Qualitative Comments: Take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on.

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AGENCY PERFORMANCE EVALUATION

Note: in some Agencies Account Planning is a separate function , and in some it is handled by Account Management + Creative. Research, as an agency department, is rare, so some of the research areas below relate to how the agency interacts with outside suppliers, and the Client’s research department.

Not all the points apply in all circumstances.

ACCOUNT PLANNING/
RESEARCH / Must Improve / Could be Better / Good / Very Good / Excellent
  • Understand our brands/brand equity

  • Understand our business objectives

  • Understand our audiences

  • Know what our competition is doing

  • Work to objectives

  • Recommend sound methodologies

  • Turn analysis into actionable POV’s

  • POV’s are clear and well-founded

  • Deliver genuine insights

  • Help get excellent positioning/strategy

  • Keep abreast of major trends

  • Keep abreast of new methodologies

  • Work well with our Research dept.

  • Work well with outside suppliers

  • Deliver on time

  • Are cost-conscious

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is appropriately available

  • OVERALL

Qualitative Comments: Take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on.

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AGENCY PERFORMANCE EVALUATION

PRODUCTION
(in all media) / Must Improve / Could be Better / Good / Very Good / Excellent
  • Deliver the agreed creative concept

  • Conduct pre-production well

  • Handle on-set production well

  • Deliver good production values

  • Provide competitive bids

  • Negotiate good cost/value

  • Prepare workable schedules

  • Deliver on time

  • Deliver on budget

  • Avoid cost over-runs

  • Avoid penalty costs

  • Keep us informed

  • Have good options if things go awry

  • Handle set-backs resourcefully

  • Deliver materials correctly/on time

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is appropriately available

  • OVERALL

Qualitative Comments: Take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on.

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AGENCY PERFORMANCE EVALUATION

Media Planning and Buying may be handled by different groups in an Agency (General Advertising, Direct Marketing, Interactive etc.) or by outside companies. The tables should be customized as appropriate.

MEDIA PLANNING
(All Media) / Must Improve / Could be Better / Good / Very Good / Excellent
  • Understand brand/business objectives

  • Understand our audiences

  • Know what our competition is doing

  • Set sound media objectives

  • Deliver good strategies and plans

  • Innovate resourcefully

  • Use numbers/research well

  • Use judgement as well as “numbers”

  • Work to budgets

  • Handle budget changes well

  • Deliver on time

  • Work well with other agencies/AOR

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is appropriately available

  • OVERALL

Qualitative Comments: Take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on

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AGENCY PERFORMANCE EVALUATION

Media Planning and Buying may be handled by different groups in an Agency (General Advertising, Direct Marketing, Interactive etc.) or by outside companies. The tables should be customized as appropriate.

MEDIA BUYING
(All Media) / Must Improve / Could be Better / Good / Very Good / Excellent
  • Understand brand/business objectives

  • Understand our audiences

  • Know what our competition is doing

  • On top of supply/demand

  • Set realistic buying deadlines

  • Negotiate aggressively on our behalf

  • Deliver good cost-efficiency

  • Good pre-post analysis/reports etc.

  • Good added-value offers/events

  • Good quality programming

  • Good placement

  • Good planning costs

  • Have innovative ideas

  • Work well with brand agencies

  • Work to budgets

  • Handle budget changes resourcefully

  • Negotiate good make-goods etc.

  • Deliver on time

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is appropriately available

  • OVERALL

Qualitative Comments: Take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on.

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AGENCY PERFORMANCE EVALUATION

BUDGET and FINANCIAL / Must Improve / Could be Better / Good / Very Good / Excellent
  • Good budget control

  • Timely and accurate reports

  • Timely and accurate invoicing

  • Invoices are well-supported

  • Prompt/accurate response to queries

  • OVERALL

Qualitative Comments: take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on.

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AGENCY MANAGEMENT / Must Improve / Could be Better / Good / Very Good / Excellent
  • Is committed to our business

  • Is committed to delivering results

  • Offers big picture, objective counsel

  • Is a candid business partner

  • Keeps involved with our brands

  • Agency delivers good value

  • OVERALL

Qualitative Comments: take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things that the Agency should focus on.

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AGENCY PERFORMANCE EVALUATION

Note: This page includes specific attributes to consider when evaluating a Direct/Relationship Marketing operation—and a selection of “general attributes” that have appeared in earlier pages.

DIRECT/RELATIONSHIP MARKETING / Must Improve / Could be Better / Good / Very Good / Excellent
  • Understand “brand equity” activity and can integrate with it

  • Work well with our other partners

  • Quality of test ideas/matrices

  • Database and analytical skills

  • List procurement/management

  • Innovation of DR media recos

  • Execution of campaign elements

  • Tracking and ROI analysis

  • Delivering marketplace results

Specialist Attributes:
  • Multiple touch/sequenced contact

  • Integrating traditional/interactive DM

  • Personalization technology

  • Wireless/internet technologies

  • Privacy issues/legislation

General Attributes
  • Cost-conscious

  • Positive sense of urgency

  • Support POV’s convincingly

  • Deliver on time and on budget

  • Keep us informed/good follow-up

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is readily available

  • Senior management involvement

  • OVERALL

Qualitative Comments: take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: take more space if needed. Include positive as well as negative examples.

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AGENCY PERFORMANCE EVALUATION

Note: This page includes specific attributes to consider when evaluating an Interactive operation—and a selection of “general attributes” that have appeared in earlier pages.

INTERACTIVE / Must Improve / Could be Better / Good / Very Good / Excellent
  • Understand our brands/brand equity

  • Work well with our other partners

  • Ideas are on strategy

  • Ideas show innovation/insight

  • The user’s experience is compelling

  • Execution is true to creative concept

  • Tracking of results

  • Delivering marketplace results

Specialist Attributes:
  • Technical expertise

  • Knowledge of current/emerging trends

  • Information design

  • Usability design

  • Interactive media planning/buying

General Attributes
  • Cost Conscious

  • Positive sense of urgency

  • Support POV’s convincingly

  • Deliver on time and on budget

  • Keep us informed/good follow-up

  • Technical staff communicate well

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is readily available

  • Senior management involvement

  • OVERALL

Qualitative Comments: take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things the Interactive Group/Company should focus on.

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AGENCY PERFORMANCE EVALUATION

Note: This page includes specific attributes to consider when evaluating a PR operation—and a selection of “general attributes” that have appeared in earlier pages.

PUBLIC RELATIONS / Must Improve / Could be Better / Good / Very Good / Excellent
  • Understand our brands/brand equity

  • Work well with our other partners

  • Recommendations/ideas on strategy

  • Ideas are fresh and creative

  • Execution of campaign elements

Tracking of results
  • Delivering marketplace results

Specialist Attributes:
  • Knowledge of current/emerging trends

  • Access to multiple media

  • Issues management (if appropriate)

General Attributes
  • Cost Conscious

  • Positive sense of urgency

  • Support POV’s convincingly

  • Deliver on time, and on budget

  • Keep us informed/good follow-up

  • Staff is experienced enough

  • Staff can handle the workload

  • Staff is readily available

  • Senior management involvement

  • OVERALL

Qualitative Comments: Take more space if needed. Include positive as well as negative examples.

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What We Would Like to See: Two or three things the PR Group/Company should focus on.

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