Survey finds 82% of marketers conduct agency performance reviews

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New York—A survey by the Association of National Advertisers found that 82% of marketers regularly conduct formal agency performance evaluations.

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.”

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