Media Agency Performance Evaluation Criteria
This list of media agency performance evaluation criteria from Steve Fajen, president, Steve Fajen Consulting Inc., looks at strategy, outputs, account performance, and client-side budget issues. Criteria, performance scales, and, of course, grades will vary by individual client/agency relationships.
Strategy:
- Does our media agency understand our business?
- Does our media agency analyze the market in conjunction with our business?
- Does our media agency develop incisive plans?
- Does our media agency perform post-campaign analysis and reporting?
Outputs (Planning and Buying):
- Does our media agency create outputs that meet the guidelines set forth in the brief?
- Does our media agency liaise with our creative agency?
- Does our media agency deliver against our objectives?
- Is our media agency innovative in their outputs?
Account Service:
- Is there account management leadership?
- Is there process control?
- Is our media agency a good business partner?
- Are we happy with the staffing and continuity at the media agency?
Finance and Administration:
- Does our media agency stay on budget?
- Does our media agency demonstrate financial responsibility?
- Are we seeing value stretch?
- Does our media agency address the current economic realities?
Overall Relationship:
- Is there integrity?
- Is there goodwill and trust?
- Is our media agency easy to deal with?
- Does our media agency participate in inter-agency collaboration?
Further Your Learning
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Source
"Media Agency Performance Evaluation Criteria." Steve Fajen, president, Steve Fajen Consulting Inc. ANA Marketing Toolkits.