An agency evaluation is not solely a report card on an agency’s performance to date – it is also a forum for discussion that will enhance the relationship and performance going forward.

A successful client-agency relationship includes regular (at least annual) reviews of mutually agreed expectations, and of the progress made against those expectations. This agency performance review process begins on day 1 not 365 of the relationship so that the objectives, goals, roles and responsibilities can establish the direction for the relationship at the outset.

As the premier Canadian marketing association, the ACA offers, free to members, confidential advisory services that guide marketers in structuring performance reviews that best reflect their MarCom needs.

Related resource:

Media Auditing  
A guidebook on best practices for the Canadian market (2008)

To access the ACA’s extensive confidential advisory services, contact Susan Charles, Vice President, Member Services at (416) 964-1538 / 1-800-565-0109 /scharles@ACAweb.ca