Agency Review Essentials (Half Day)

How to Conduct a Fair and Effective Agency Review
(Half Day Workshop)

Most marketers only go through a very small number of agency reviews over the course of their career. It is a challenging, high stakes process that is time-consuming, can affect marketplace momentum, and has an uncertain result. The last thing that a marketer wants is to go through the process and end up with a new agency relationship that is short lived.

This workshop will equip marketers with the skills and best practices to conduct a review that is highly likely to result in a positive, long term agency relationship. It will help you avoid pitfalls that can waste time for both the marketer as well as the participating agencies.

Led by a seasoned consultant with over 35 years of client, agency and agency review experience, this workshop will guide you through the review process step by step and provide best practices for every stage. From the initial selection of agencies to invite, through the RFI, Chemistry, and Finals, as well as the key components of obtaining staffing plans and a fair contract.

Most importantly, this workshop is highly interactive and full of hands-on exercises and opportunities to share. The skills you hone in this workshop will position you to conduct a fair and effective agency review that results in the selection of a new agency that will meet your communications needs.

Who is this workshop for?

This workshop has been designed specifically for those marketers who are considering or about to conduct a review for a new agency or agencies. In particular, CMO’s, VP’s of Marketing, Marketing Directors, all levels of Brand Managers, Social Media Directors and Managers, and Marketing Services Directors and Managers.

Procurement Directors and Managers who work with marketing agencies will also find this workshop extremely insightful and actionable.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to conduct a fair and effective agency review
  • What to include in the key documents utilized in a review

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to optimize the process of conducting a review to reduce costs and wasted time
  • Ensuring that your marketing team is aligned on the selection criteria for a new agency

This workshop helps attendees improve marketing ROI by teaching them:

  • The skills needed to increase the likelihood that the right agency partner is identified and selected


Download the full agenda here



Dan Wald

Dan is a 35-year veteran of the agency world who is currently an independent writer/consultant at WordsbyWald. Most recently, Dan worked as a review consultant with Joanne Davis Consulting and prior to that as Chief Growth Officer for Brunner, and earlier as SVP of New Business for Publicis Kaplan Thaler. He started his career client side at Citibank and Barnes & Noble in promotions, events and the website. He brings a true passion for advertising to his workshops. He has seen the great, the good, the bad and the ugly in client/agency relationships and has a deep understanding of how to make client agency relationships work. Dan has worked at agencies large and small, independent and networked and in holding company roles at WPP, IPG, and Publicis.

National and multi-national clients with whom Dan has worked include: McDonald’s, Kraft, Unilever, Kimberly Clark, Merck, Citibank, Hilton, Krispy Kreme, Serta, SAP, The Economist, Lufthansa, NBC Universal, Disney, Sears, Sprint, Boost Mobile, and Reckitt Benckiser.

Dan has been an active member of the 4A’s, the BAA, and the Mobile Marketing Association. He is also the author of Ad Asylum, a fictional send-up of all that we in the advertising world hold dear.