ManagementParadise.com : Worlds Leading Management Portal. MBA | Classroom, Boardroom and Beyond


Go Back   ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. > BMM Paradise - Bachelors in Mass Media > BMM Paradise for Bachelors in Mass Media > Agency Management

What makes a good agency?

What makes a good agency?

Discuss What makes a good agency? within the Agency Management forums, part of the BMM Paradise for Bachelors in Mass Media category; The process of agency evaluation involves regular assessment of two aspects of performance area – financial and qualitative. 1. The ...

Reply
 
LinkBack Thread Tools Display Modes
What makes a good agency?
Old
 (1 (permalink))
Sunanda K. Chavan
sunandaC has a spectacular aura aboutsunandaC has a spectacular aura aboutsunandaC has a spectacular aura about
 
sunandaC
Management Paradise Guru
 
Status: Offline
Posts: 6,685
Join Date: Jul 2010
What makes a good agency? - October 20th, 2010

The process of agency evaluation involves regular assessment of two aspects of performance area – financial and qualitative.

1. The financial assessment focuses on how the agency conducts its business to verify costs and
expenses, the number of personnel hours charged to an account to an account and what

payments are made to media and other outside service suppliers.

2. Qualitative assessment explores the agency’s efforts devoted in planning, developing and
implementing the client company’s advertising campaign and an assessment of the achievements.
For a qualitative assessment even the small things matter; such as a quick turnaround time,
creativity because this is what the agency is in the business of, value add in terms of giving the
client a creative edge by giving them a ‘creative leap’ etc. One can also evaluate agencies by their track record of losing clients or acquiring new clients and retaining them.

3. Good advertising is advertising that produces sustained results.


Good advertising requires:

*Thought

*Innovation

*Precise execution

*Understanding every aspect of marketing, advertising, design and media.



4. Consistency, Creativity, Media relations: consistency and continuity with account personnel: A

good agency will ensure there is consistency and continuity with account personnel. Sure, junior
positions may change, but at the senior managers level, the client wants expects continuity here.

5. Basic approach for evaluating creative approaches: Is the creative approach consistent with
the brand’s marketing and advertising objectives?



a. Is the creative approach with the creative strategy and objectives? Does it communicate
what it is supposed to?



b. Is the creative approach appropriate for the target audience?



c. Does the creative approach communicate a clear and convincing message to the customer?




d. Does the creative execution keep form overwhelming the message.


e. Is the creative approach appropriate for the media environment in which it is likely to be
seen?



f. Is the ad truthful and tasteful?



6. Certainly a good agency will have passion for their client – not just the day they pick up the
new account, but next year and the year after that. They will work hard to keep the passion alive
and stay fresh.

7. A good agency will have a positive attitude, as negative thoughts and feelings about the client
eventually leak into the work.

8 The agency must immerse themselves in the client’s industry. An agency owes it to the client
to provide sound advertising and marketing counsel. This holds true even if they think the client

doesn’t want to hear what they have to say.

9. A good agency will keep in mind all of the pressures that exist on the client’s side.
The client’s contact people may have many internal variables they have to work with that impact how—and how soon they can respond – and the speed of that response.

10. Take seriously the responsibility for spending a client’s money: The agency should recognize that take seriously the responsibility for spending a client’s money as if it’s their own is a big responsibility – one it should take very seriously if they want to remain a valued partner.

11. They will not be “yes” people.

Finally, a good agency will remember that they are the experts in marketing and advertising. A good agency staff will have a firm point of view and “sell” for their recommendations to clients—they will not be “yes” people.
Friends: (0)
Reply With Quote
Related to What makes a good agency?
 
Similar Threads
Thread Thread Starter Forum Replies Last Post
What makes a Good Account Planner? Sunanda K. Chavan Accounts 0 October 20th, 2010 12:08 PM
Good contract makes good business sense Bushra Ansari LAW 0 April 3rd, 2010 10:21 PM
What Makes a Good MBA Candidate? navin_c International MBA 0 September 29th, 2008 01:07 AM
what makes a good presentation Ankit Gokani General Talks 0 August 28th, 2008 07:04 PM
What Makes a Good MBA Candidate? navin_c International MBA 0 August 26th, 2008 06:18 PM
 

Reply

Bookmarks

Tags
360 degrees, across services, client's business, contract advertising, creative strength, degree pitch, design and healthcare, direct marketing (dm), growth bond, icici bank, interactive work, invest in bonds, leo burnett, marathon in chennai, marketing spend, mobile phones, non-advertising crown, ogilvy rural, ogilvyone, painting competition, pr and website, rural marketing, specialist divisions

Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Trackbacks are On
Pingbacks are On
Refbacks are On


Login
Forgot Password?  New User?
  
» Ads




» Recent Threads
JAMB Releases 2014 UTME...
Last post by Bhautik Kawa
5 Hours Ago 06:17 PM
0 Replies
Sydney's Royal Easter...
Last post by Pramit Singh
5 Hours Ago 06:06 PM
0 Replies
A Guilty Pleasure :...
Last post by Pramit Singh
5 Hours Ago 06:02 PM
0 Replies
Young Australian forward...
Last post by Pramit Singh
5 Hours Ago 05:58 PM
0 Replies
Solution manual of... ( 1 2 3)
Last post by Amin Shakil
5 Hours Ago 05:54 PM
24 Replies
Project Report on...
Last post by Kirti Soni
6 Hours Ago 05:19 PM
1 Replies
Morning Stock Tips,nifty...
Last post by Riya Bajaj
9 Hours Ago 02:10 PM
7 Replies
Soultion manual on... ( 1 2 3... Last Page)
Last post by Paul Crush
10 Hours Ago 01:06 PM
52 Replies
Live Pepsi IPL7 Chennai...
Last post by Yashwant Naik
23 Hours Ago 11:23 PM
0 Replies
Live Pepsi IPL 7, CSK vs...
Last post by Yashwant Naik
1 Day Ago 10:54 PM
0 Replies
what are main... ( 1 2)
Last post by Ahmed Shahid
1 Day Ago 08:56 PM
14 Replies
Can Kings XI Punjab...
Last post by Jagruti Shah
1 Day Ago 07:21 PM
0 Replies
Real Madrid New Hero:...
Last post by Kaushal Mehta
1 Day Ago 05:34 PM
0 Replies
Facts behind Good Friday
Last post by Kaushal Mehta
1 Day Ago 05:28 PM
0 Replies
Cheo Feliciano Dies in...
Last post by Kaushal Mehta
1 Day Ago 05:18 PM
0 Replies
» Projects Helpline
Project on CRM (...
Last post by Vish Kumar
3 Days Ago 06:12 PM
100 Marks Project on...
by msdhoni
Last post by Bhautik Kawa
5 Days Ago 11:55 AM
ManagementParadise.com is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.


Management Paradise
About Us
Press
Jobs
Contact Us
Kartik Raichura
Legal
Terms & Conditions
Privacy Policy
Disclaimer
Copyrights
Help
Zeitgeist
Support
FAQs
Tour
Feedback
Partners
Follow
Copyright © 2004 - 2013 Management Paradise. Site Developed by Available.co.in