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
Advertisements
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.
Advertisements
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

Solution manual on... ( 1 2 3... Last Page)
Last post by Connie Tan
2 Hours Ago 04:50 AM
42 Replies
Treasury and fund... ( 1 2)
Last post by Anil Kumar
14 Hours Ago 04:51 PM
13 Replies
Make Money thurough...
Last post by Market Magnify
14 Hours Ago 04:36 PM
3 Replies
Happy Parents D Day 2014...
Last post by Vinod Gupta
16 Hours Ago 02:33 PM
0 Replies
9 Tricks Of The...
Last post by Hrishita Sahay
17 Hours Ago 01:33 PM
1 Replies
Lawn Bowls Mens Triples...
Last post by Vinod Gupta
18 Hours Ago 12:50 PM
0 Replies
DEFINATIONS OF EVERY... ( 1 2 3... Last Page)
Last post by Hrishita Sahay
18 Hours Ago 12:49 PM
63 Replies
OPENMAT 2014 Exam Dates...
Last post by Pramit Singh
18 Hours Ago 12:18 PM
0 Replies
Solution manual on... ( 1 2 3)
Last post by Bhautik Kawa
19 Hours Ago 11:43 AM
20 Replies
Indian Rupee Update by...
Last post by Epic Research
19 Hours Ago 11:34 AM
2 Replies
Asian Markets Update by...
Last post by Epic Research
19 Hours Ago 11:32 AM
2 Replies
Solution manual on... ( 1 2)
Last post by Bhautik Kawa
19 Hours Ago 11:29 AM
18 Replies
Test bank on Business...
Last post by ?? ?
1 Day Ago 09:39 PM
3 Replies
List The TOP 20... ( 1 2 3)
Last post by Neeta Khanna
1 Day Ago 03:08 PM
20 Replies
Top List of Various MBA...
Last post by Pramit Singh
1 Day Ago 12:38 PM
0 Replies

» Projects Helpline

Retail Management Notes
Last post by Bhautik Kawa
3 Days Ago 10:56 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