Maximizing Media Agency Value Toolkit

March 29, 2010

Maximizing Media Agency Value: An Eight-Step Program

Industry expert, Steve Fajen, president, Steve Fajen Consulting Inc., shares an eight-step process for maximizing media agency value in this ANA Insight Brief (PDF Format). Also included in this Insight Brief are the following supplemental resources:

  • Selecting the Right People
    This essay by Michael Drexler, founder and chairman, Drexler Geller Associates, stresses the importance of having the right person in the right position. It outlines the characteristics marketers should look for when hiring. (PDF Format)
  • Scope of Work Criteria
    This list from Steve Fajen, president, Steve Fajen Consulting, Inc., contains the primary considerations marketers should keep in mind when constructing a scope of work. (PDF Format)
  • Agency Output 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. (PDF Format)
  • The Age of the Anxiety?
    This essay by Erwin Ephron, president, The Ephron Consultancy, discusses how auditing is really an ongoing process of monitoring plans and buys. (PDF Format)
  • 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. (PDF Format)
  • 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. (PDF Format)