One of the keys to maintaining a successful, productive relationship between a marketer and its agencies is the implementation of an active Agency Relationship Management Program.
This is best accomplished by utilizing a formal review system that measures everything from qualitative relationship factors to outcomes, drivers of outcomes and barriers to success – skill sets, people skills, thinking skills, creative skills, process skills, and financial skills.
We believe that an Agency Assessment is most effective when it is a 360° process where both client and agency participate. Identifying problems and then developing a remediation program to improve and renew the relationship is far more productive, efficient and less expensive than initiating a search for a new agency (but not every relationship can be repaired).
Ark Advisors offers customizable and scalable assessment programs for clients large and small. Once implemented, Ark Advisors can return on an annual or semi-annual basis to assure continuity of the program, help interpret results, and facilitate action plans for ongoing improvement.
Measuring Collaboration: The Evalu8ing Tool
One of the most effective and useful tools we have found to aid in assessing agencies is Evalu8ing. The Evalu8ing System allows marketers to evaluate and identify the level of collaboration and the quality of the relationships between clients and their agency partners. Read more »