A Guide to Best Practice, with Evaluation Formats
The ICA's Best Practices Guide provides a simple yet effective process, giving an overall philosophy for evaluation along with sample forms that can be easily customized by advertisers or agencies. The philosophy is much more important than the forms, but both are needed. The evaluation process plays a huge role in the relationship, yet it can often be left to a last-minute rush to fill out forms, a vague chat over lunch, or perhaps worst of all, tight-lipped silence.
It is a completely new, zero-based look at the issues. The central premise is that the relationship between client and agency is key, and that it is worth investing the time and effort to get it right. Ultimately, a strong client/agency relationship can attract the best talent and get the best results.
This document outlines an evaluation system, in fact an attitude, that will help build the strongest possible client-agency relationship. This takes effort from both sides, and candour. Using a suggested five-point scale, there are specific agency department evaluation forms for clients, including: Account Management, Creative, Consumer Planning/Research, Production, Media Planning, Media Buying and more, with a summary rating form for overall agency performance. 'The Agency Feedback to the Client' form gives agencies a chance to open up communication on over two dozen points concerning the relationship with their client.
Client/Agency Evaluation draws on extensive ICA experience, with input from many agencies and advertisers, including the Association of Canadian Advertisers. Copies of the Guide in English and French can be accessed free of charge - see details below.
Table of Contents
- About the Author
- Best-Practices Principles
- Tips and Guidelines
- Evaluation Formats
- Appendix I - How to Get Better Work from your Agency
AVAILABLE ONLINE in English
For your convenience, the following evaluation tables are available in WORD format:
Printed copies are available - please call Jo-Ann McQuillan at 416-482-1396 Ext. 224