…is a very good Beatles song. It is not a very good recommendation for the way to maintain an agency/client relationship.
According to a survey by the Association of National Advertisers (ANA), 82% of marketers conduct regular formal agency performance evaluations. That’s good, considering 58% of marketers found that conducting such evaluations were “extremely” or “very effective” in maintaining relationships and only 3% found it barely or not at all.
I’m glad this survey came out because I am a big supporter of these evaluations. As much as they may cause you to groan, they are a great way to get and give feedback, especially if you conduct a two-way evaluation where both the agency and client evaluate one another, as 52% of the respondents of ANA’s survey do.
Agency performance evaluations are a great opportunity to reevaluate priorities and strategy. If you are on the client side and have not been doing evaluations with your agency in order to encourage what you do like and weed out what you do not, ask for one now.
Tags: Account Management, Agencies, Beatles, Measurement, Metrics