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AGENCY PERFORMANCE EVALUATION
PERFORMANCE EVALUATION
Keeping the Relationship On Track
All relationships are dynamic, undergoing changes in understanding, communication
and expectations. The client-agency relationship is particularly so given the number
of variables and influences involved. In order to keep the relationship on track
with both parties clear and committed to optimizing the partnership, clients and
their agencies should undertake a regular evaluation of what’s working, what’s not
and why. A formal, regular and ongoing evaluation process delivers client and agency
similar but different benefits:
FOR THE CLIENT:
- Shared focus - the agency wants what the client wants
- Improving quality - that which is not measured can never be improved upon
- Day to day confidence - knowledge that what should be worked on is, and what should
not is not
- Productive interactions - an elimination of the need to read between the lines
- Return on investment - knowing that you and your partner are doing everything possible
- strategically, tactically and daily, to extract the greatest value from the investment
FOR THE AGENCY:
- Absolute clarity - of expectations and performance quality
- Explicit priorities - strategic and operational
- Greater chance of success - an improved ability to deliver across all facets of
the relationship
- Return on investment - knowing that the investment in the client has a greater chance
of yielding positive results and lasting for many years
- Motivation - knowing where they stand, and what they need to work on is far more
motivating than not. Clients will always get better work out of a motivated partner
THE PERFORMANCE EVALUATOR™
The Performance Evaluator is Pile and Company's two-way system that clients and
agencies use to conduct a bi-annual review of what's working and what's not, and
what should be fixed or focused on moving forward. Both client and agency are asked
to rate their collective and individual performance in core areas including:
- Strategic ability
- Creative prowess
- Communications efficacy
- Process efficiency
- Media competency
- Production quality
- Financial conformance
The process places particular emphasis on those areas that carry the greatest disagreement,
e.g. the client rates strategic ability as poor and the agency rates it as excellent.
Areas that are deemed to need work by both parties also receive priority attention.
Pile and Company consultants document and facilitate the evaluation and guide the
final selection of the priority improvement areas. We then work with the client
and agency teams to craft action plans against each area, including timetables,
responsibilities and measurement. If deemed necessary, the areas for improvement
are incorporated into the performance criteria for assessment at the next performance evaluation.
For more information on Pile and Company's Agency Performance Evaluation Services, please contact us.
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