Agency Management As a Risk-Management Advantage

Ten ways scope-management and performance-evaluation programs can help brands assess and mitigate risk

By Ed McFadden

When brands implement agency-management initiatives, there are usually two drivers or goals. One is to rationalize and optimize agency relationships for more effective marketing programs, another is to achieve cost efficiencies in the form of savings or spend optimization. But such initiatives can help companies address and mitigate business risk as well.