Marketing Tools

Sample Credentials Presentation Scorecard

As a supplement to his Insight Brief, Selecting a New Agency, Brian Goodall, General Manager, R3:JLB, has created a sample credentials presentation scorecard that marketers can use to evaluate meetings with potential new agencies.

Sample Finalist Agency Challenge

As a supplement to his Insight Brief, Selecting a New Agency, Brian Goodall, General Manager, R3:JLB, has created a sample finalist agency challenge that marketers can use when they are deciding between their top agency choices.

Sample RFI Questionnaire

As a supplement to his Insight Brief, Selecting a New Agency, Brian Goodall, General Manager, R3:JLB, has created a sample RFI (Request For Information) questionnaire that marketers can use when soliciting information about potential new agencies.

Sample Agency Scope of Work

To accompany his Insight Brief, Organizing for an Agency Search, Brian Goodall, General Manager, R3:JLB, has created a sample scope of work document, which marketers can review while preparing for the agency search process.

Sample Agency Screening Criteria

As a complement to his Insight Brief, Organizing for an Agency Search, Brian Goodall, General Manager, R3:JLB, has shared sample agency screening criteria, which marketers can refer to while preparing for the agency search process.

Auditing Issues: Pros and Cons

In these tables, Joanne Davis and Jane Twyon, authors of Agency Audits: How to Achieve Success, break out the pros and cons of major issues surrounding the audit process, including the decision to conduct a full versus sample audit and the use of a consultant.

Auditing Timeline: In-Depth Version

As a complement to their book Agency Audits: How to Achieve Success, Joanne Davis and Jane Twyon have created an in-depth timeline that takes marketers through the auditing journey.

Auditing Timeline: Top-Line Version

As a complement to their book Agency Audits: How to Achieve Success, Joanne Davis and Jane Twyon have created a top-line timeline that takes marketers through the auditing journey.

Contracting an Audit: Sample Language

Sample agency contract text for conducting an audit is provided in this document, as a supplement to the book Agency Audits: How to Achieve Financial Success by Joanne Davis and Jane Twyon.

The Major Players in an Audit: By Title

In this table, Joanne Davis and Jane Twyon have listed the types of industry professionals involved in the auditing process and their skill sets, including CPAs, consultants, and auditors, as a supplement to their book Agency Audits: How to Achieve Success.

The Pros and Cons of Auditing: By Type

As a complement to their book Agency Audits: How to Achieve Success, Joanne Davis and Jane Twyon have created a table outlining the pros and cons of each type of commonly conducted audit, including contract compliance, production, and media quality.

Agency Positioning Grids

These grids created by Steve Fajen, president, Steve Fajen Consulting, Inc., demonstrate how a media agency and its competitors can be examined to reveal where improvements are necessary and attainable. Criteria will vary for each client and agency relationship.

Client/Agency Relationship Monitor Analyzer

This spreadsheet created by Steve Fajen, president, Steve Fajen Consulting, Inc., outlines and describes 30 considerations that can be use to determine how the client/agency relationship can be improved.

I Love a Media Mystery

This essay by Erwin Ephron, president, The Ephron Consultancy, shares effective ways to monitor and audit integrated plans and buys.

Media Agency Performance Evaluation Best Practices

These checklists, provided by Richard Benyon, partner, Decideware, cover best practices for evaluating media agencies and best practices for handling evaluation findings.

Media Agency Performance Evaluation Criteria

When reviewing media agency performance evaluations, consider this list of performance criteria from Steve Fajen, president, Steve Fajen Consulting, Inc. Criteria, performance scales, and, of course, grades will vary by individual client/agency relationships.

Sample Accountability Framework

These frameworks from Steve Fajen, president, Steve Fajen Consulting, Inc., demonstrate how performance evaluation criteria can be selected, weighted, and evaluated in order to monitor and reward agencies for their performance. Each framework will vary with the individual client/agency relationship.