Evaluating an Agency: A checklist

Now that you have selected an agency and started working together, how do you evaluate them and their overall performance.

Of course the most obvious one is their performance and delivery. An agency who does not perform and cannot deliver against set KPI’s would not be around for long. But there are other factors as well to consider.

But Performance does not just mean the achievement of KPI’s, you also have to look at end to end service delivery, or what I have put together as the 3 C’s.

  1. Consistency – or ‘Reliability’
    This refers to how trustworthy the agency is, and not only in their performance but whether they perform well regularly, or is it more unpredictable? There are other factors which can affect performance including the market, targeting, budgets etc. however this factor is purely on the agency.
    – How quick are they to action points?
    – Do they need detailed instructions? or can they be trusted to look after your best interests?
    – Is their performance regular? or do they have moments of peak performance followed by low performance sporadically?An agency should be consistent in their performance and if not it should be backed up by good reason. They should look after their clients interests and not be afraid to disagree or question plans. They should be pro-active to suggest new and innovative ideas and if left to their own devices can deliver results consistently.
  2. Communication – or ‘frequency’
    This refers to how easy and more importantly how often do they communicate with you. Is it just that weekly call to go over reports or is it more frequent where you’ll can discuss new happenings and strategy?
    – Who makes the first step in communicating?
    – Do they communicate only if there is something to report? or do they check in with you more frequently?
    – Do they follow up with you on any action points? os is it you doing the following up?It is vital that the agency communicates frequently and of items of value. They should not hesitate in providing updates, even if it is unsolicited. They should also be easy to get in touch, and get back to you within a reasonable timeframe. That being said, the onus is not only on the agency but also on the client. Communication needs to work both ways. You should keep the agency updated on any new happenings or events within the company, which can affect the strategy or can inspire new ideas. You should be easy to get in touch with and also follow up with the agency and get regular updates. Interest needs to be shown by both parties for effective communication.
  3. Clarity Рor  Transparency
    This to me is one of the most important points. One of the most frustrating aspects I face in dealing with agencies is when they are vague in their communications. There is no clear indication given for what they are working on, or how they are working on your account. How is the budget being used and how do they account for the time spent by their executives?
    – Can they explain what they are doing and how they are doing it?
    – Are they vague or give ‘blanket’ explanations such as ‘we are working on it’?
    – Can they justify their actions or the steps taken?It is very important that the agency is honest in their communication. While of course they may be certain trade secrets they do not wish to share or a certain method to their madness, if a client requests for information this should not be withheld or for agencies to act superior in their knowledge. That does not mean that the client is always right either, or that an agency knows better. Both parties have important information and a different style of working so it is important to work together.

So this is just a small checklist of what I believe to be the most important factors (besides performance) in evaluating an agency. Of course no agency is perfect, or will fit all criteria. There will always be some limitations in either size, budgets, or expertise, but this should give you a general idea on what to look out for in a good agency.

Do you have any other items to add to the list? Or what is your evaluation criteria?