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Compensating Advertising
Agencies
Evaluating Agency
Performance
To evaluate existing agency (review)
To evaluate potential agency (selection)
Evaluation Process
Decide & weight your ideal attributes
Determine questions which will elicit info on
attributes from agency (agree them with
agency!)
Rate agency against these attributes
Analyse the results
Creativity
.20
Media planning & buying .20
Account management
.15
Services provided .15
Chemistry
.10
Track record .10
Compatibility .10
1.00
* figures for illustration only
Complete knowledge
Good knowledge
Average knowledge.3
Poor knowledge
No knowledge
.5
.4
.2
.1
Completely compatible
Good compatibility
Average compatibility
Poor compatibility
No compatibility
.5
.4
.3
.2
.1
A Importance rating
ABC agency
Creativity
0.2
Media
0.2
Acc Man
0.15
Services
0.15
Chemistry
0.1
Track record
0.1
Compatability
0.1
B Agency performance
0.1 0.2 0.3 0.4 0.5
AxB
0.6 0.7
0.8
0.9
0.12
0.08
0.105
0.075
0.08
0.05
0.07
X
X
X
X
X
X
Creativity
Media
Acc Man
Services
Chemistry
Track record
Compatability
XYZ agency
0.2
0.2
0.15
0.15
0.1
0.1
0.1
1
0.58
0.1
0.2 0.3
0.4 0.5
0.6 0.7
0.8
0.9
X
X
X
X
X
X
X
1
0.18
0.16
0.09
0.075
0.03
0.03
0.03
0.595
Selecting an advertising
agency
Requirements
Agency v Agencies v In-house
Selection Criteria - prioritised
Questionnaire / Checklist
Preliminary List
Short List
Briefing Short List
Credentials, strategy pitch or Full (creative) Pitch
Assessment against Criteria
Appoint and Contract
broom
Follow my leader
Our policy on global alignment
But we always do that with your
account
We just cant see eye to eye
Agency scorecards
Client counselling
Agency de-briefing
Assessing your needs
Conflict issues
Existing relationships
Agency profiles
Strict confidentiality
Capabilities presentation
Presentation schedules
Stage managing presentations
Agency remuneration
900
175
Alternatives to Commission
System
Hourly rates
Fixed fee (Cost + Profit)
Sliding Scale
Performance based
Commission System
Disadvantages - Advertiser
Agency overspending in
commissionable media
Commission + Service Fee on high
media spend prohibitive
Good, Bad, Indifferent get commission
Commission System
Disadvantages - Agency
Media spend = Servicing cost???
Immediate work but not income
Works for buyer, paid by seller
Exceptional skills not rewarded
Commission System
Advantages - Media
Prompt payment via agency
Ease of communication (200 accredited
agencies)
Acceptable ads (Codes & technical)
Commission System
Advantages - Agency
Guaranteed income from media
Well known
More effective advertising
more
commission
more effective advertising...
Advantages - Advertiser
Agency co-ordinates
Agency bears cost of media upfront
95
44
31
9
3
5
1
7
96
24
23
13
6
18
4
7
8
97
19
29
14
7
15
3
12
9
4 The Brief
5 Financial Compensation
9 Decision Time
10 The Changeover