Client/Agency Relationship Monitor Analyzer
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) |
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Sample Benchmarks: |
Actual Scores: |
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Best Practice Company |
Best Practice Company's Media Agency |
Client |
Media Agency |
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Client-Centric Practices |
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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 |
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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 |
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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.