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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)

• 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. (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)

• 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. (PDF Format)

• 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. (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)

• The Value of 20/20 Foresight
  This essay by Steve Fajen, president, Steve Fajen Consulting Inc., outlines the principles behind maximizing media value agency. (PDF Format)