Client/Agency Relationship Monitor Analyzer

March 28, 2010

This chart, created by Steve Fajen, president, Steve Fajen Consulting Inc., outlines and describes 30 considerations that client-side marketers and their media agencies should take into account when evaluating their relationship.

Client/Agency Relationship Monitor Analyzer

Expectations (2=exceeded, 1=met, 0=not met)

 

Sample Benchmarks:

Actual Scores:

Best Practice Company

Best Practice Company's Media Agency

Client

Media Agency

  Client-Centric Practices

  1

Does client produce and share a marketing plan with the agency?

2

1

   

  2

Does client train personnel in marketing and media?

2

2

   

  3

Is the client marketing driven/media committed?

2

2

   

  4

Are the CMO's goals aligned with the CEO's?

2

2

   

  5

Is there a knowledgable executive listening to the consumer?

2

2

   

  6

Does the client share relevant consumer insights with the agency?

2

1

   

  7

Does the client have a Media Officer with backup?

2

2

   

  8

Does the client have a media briefing process in place?

2

2

   

  9

Does the client encourage the agency to innovate?

2

2

   

  10

Is the media budget managed with parameters on a timely basis?

2

2

   

  11

Does the client integrate media with other above-the-line and below-the-line activities?

2

2

   

  12

Does the client employ effective ROI metrics?

2

2

   

  Agency-Centric Practices

  13

Is there a senior person at the agency responsible for the business?

2

2

   

  14

Does the agency give the client top priority?

2

2

   

  15

Does the agency understand the client's business goals?

2

2

   

  16

Is the agency pro-active and innovative?

2

2

   

  17

Does the agency offer new marketing and media insights?

2

2

   

  18

Does the agency integrate on and offline media planning?

2

2

   

  19

Does the agency reconcile media plans and buys?

1

2

   

  20

Does the agency negotiate for maximum media efficiencies?

2

2

   

  21

Does the agency look for added value opportunities?

2

2

   

  22

Does the agency submit media buys to an independent auditor?

1

2

   

  Client and Agency Relationship-Centric Practices

  23

Are agency assignments put in writing and agreed upon?

2

2

   

  24

Are roles of client and agency executives clearly established?

2

2

   

  25

Do the client and agency communicate effectively?

2

2

   

  26

Is compensation based on benchmarks and performance?

2

2

   

  27

Are the client's and agency's goals and objectives aligned?

2

2

   

  28

Is the relationship easy and respectful?

2

2

   

  29

Is there a formal two-way performance review system in place?

2

2

   

  30

Is the performance system linked to client business results?

2

2

   

 

Further Your Learning

To return to Steve Fajen’s Insight Brief, Maximizing Media Agency Value, please click here.

Source

"Client/Agency Relationship Monitor Analyzer." Steve Fajen, president, Steve Fajen Consulting Inc. ANA Marketing Toolkits.