The report was based on an online survey of 117 marketers conducted in July.
It found that 59% of marketers perform two-way evaluations, in which the agency evaluates the client as part of the review.
Some of the criteria included in formal agency evaluations include innovation (85%), strategy (82%), implementation and follow through (82%), fiscal stewardship (81%) and ideas (77%).
Agency performance evaluations are rated as “extremely” or “very effective” in maintaining the client-agency relationship by 58% of marketers and “somewhat effective” by 38%. Only 3% rated their programs as “not too effective” or “not at all effective.”