Does your agency relationship need improving?
Many brands tends to focus on scopes and cost with their agency partners.
But where’s the performance conversation? Evaluating value, not just spend, is where the transformation happens.
We’ve put together our top tips for how to drive long lasting relationships with your agencies, and avoid the costly pitch. The best part is that all of this is easily achievable using our Agency Appraisal Tool
- Put in place a 360° Appraisal
Simplistic KPI measures like NPS or basic surveys lack deeper insights and don’t allow you to prioritize areas of improvement. An agency appraisal should be 360° allowing both the client and agency to assess each other across different business areas so you can drill down on what works and what needs work!
- Benchmark your agency
Whilst the priority of an appraisal is to understand in detail how your own client/agency relationship is performing, being able to assess your results against industry standards is a very useful measure to determine whether you are in line, exceeding or below industry norms.
- Use an unbiased partner
Delivering feedback without bias means that all parties can be truly open and honest, helping to drive better trust and collaboration across teams. The agencies we work with are particularly appreciative when a third party is used to gain the views of client and agency teams.
- Adopt an output based renumeration model
Agreeing a suitable remuneration model can have an enormous impact on the performance of your agency. Attributing appraisal scores to a bonus / malus reward system provides a clear and fair assessment of your agency against pre-agreed measures and targets.
- Collaborative action planning
Put in place jointly created action plans that address the opportunity areas. This will align teams on quick wins and longer-term actions that will drive sustainable change and growth for your brand.
If you’d like to find out more about our Agency Appraisal Tool, and to organise a demo, fill out the form below.
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