Do you feel like you give the same feedback again and again to your agency?  They hear some of it, but not most of it.  You are not alone.  We find with many of our clients that there is significant frustration around the agency listening and acting on their feedback.

This is not so much an issue with the specific details of day-to-day work.  The agency hears the feedback on specific ads, media plans, creative briefs.  What they don’t hear tends to be bigger picture in nature.  You continually tell them they don’t get the brand or the work doesn’t fit your brand’s tone, or you are frustrated by the fact they aren’t proactive.  You’d like to have them come to you with new ideas before you ask.  They will definitely be surprised when you tell them the account is in jeopardy.

So what should you do?  Immediately implement a Performance Evaluation that outlines, on paper, the specific performance goals against which the agency will be measured. Then evaluate the agency against those goals and have them evaluate themselves.  The outcome will be clear.  It is important to hold a meeting to review those findings with the agency.  Together develop an action plan and put that in writing too.  Assign responsibilities, due dates and revisit the progress in 30, 60 and 90 days.

Pile has a proven Performance Evaluation approach .  Having a third party facilitate and manage the process better ensures its completion and brings an outside perspective to the table.  Give us a call if you want to learn more.