In an industry that thrives on continuous transformation, advertisers and agencies are currently grappling with the accelerated adoption of AI, agency consolidations, an increasingly blended workforce, and shifting compensation models to name a few. Regardless, one thing continues to drive long-term success and defines the strongest agency partnerships, and that is alignment of purpose and performance, built through continuous open and honest dialogue.
As marketers push for more agility, stronger collaboration, and results tied to real business outcomes, regular agency–client appraisals are becoming essential. Not just for reviewing what’s been delivered and how, but for creating a feedback-rich culture that empowers both sides to perform at their best.
Appraisals Serve as The Foundation for Alignment, Momentum, and Progress.
Too often, client–agency relationships falter not because of compatibility, but because of misalignment. Expectations go unspoken. Friction builds and performance stalls. However, when both sides engage in consistent, transparent appraisals, alignment flourishes:
Blockers surface
Solutions emerge
Motivation and trust deepen
Performance improves
Appraisals foster mutual accountability and shared ownership. They create a structured space to ask:
Are we working toward the same goals?
Are we empowering each other to succeed?
What’s helping us thrive? What’s holding us back?
What might accelerate our performance?
Appraisals are just as critical for in-house agencies, centralized or decentralized ecosystems, and inter-agency teams. Wherever collaboration is expected, consistent feedback, shared reflection and action, are what turn potential into performance.
Appraisals Are a Catalyst.
Regular, structured evaluations don’t just improve relationships; they’re often the launch point for performance plans, process improvements, and breakthrough thinking. In fact, Flock clients regularly see up to 40% improvement in agency value delivered through performance-focused assessments and resulting action plans. Whether it is identifying underperforming agencies in an ecosystem, informing Get Fit programs or long-term ecosystem design, improving ways-of-working, or pinpointing best practices to scale, agency appraisals are the Swiss army knife!
When Done Consistently, Appraisals Build Momentum
When they become part of the rhythm and not just a year-end formality or crisis intervention, they drive:
A culture of open, honest feedback
Proactive course-correction on both sides
Stronger collaboration and mutual understanding
Clearer remuneration and incentivization
Higher engagement, satisfaction, and resilience
And, a steady rise in performance!
Employ a Simple Way to Appraise.
MilkPEP, Pandora, Nomad Foods, and Ingredion are just a few companies who have used Flock’s Agency Appraisal Tool to strengthen their partnerships, inform strategy and drive performance over time.
It is a flexible, intuitive, and easy-to-use platform, available in self-service or consultant-supported formats. Our tool enables 360° evaluations with both qualitative and quantitative feedback, delivered at intervals you define, and benchmarked against robust industry data. It is the only appraisal tool supported by a deep bench of industry veterans who have run agencies and managed brands for decades.
Ready to Start Strong in the New Year?
Reach out to set up time to further discuss how appraisals can motivate a performance driven culture and set your teams up for success in the new year.
Contact us