New tool to evaluate, enhance client/agency relationships

10 Dec 2009

Evalu8ing, which is said to provide an accurate summary of the current perceptions, level of communication and performance within and between the client and its agencies, is being released in South Africa through the Independent Agency Search and Selection Company (IAS).

The release is being done in collaboration with TrinityP3, the Australian company, which launched this web-based survey system in the Australian and Asian markets earlier this year, where it enjoyed some significant successes among clients and agencies where the complexities of multi relationships impact on the successes of the outcomes of each party.

"This tool allows clients and agencies to measure the level of collaboration by all parties involved in their marketing mix. Responses to the survey are anonymous, removing the emotional factor and within three weeks, a client and its agencies can have a fully detailed relationship data analysis," explains IAS MD, Johanna McDowell.

IAS will develop the questions to suit each participant in the survey, which is then sent to the client departments and agencies to answer within seven days of receipt. Answering the questionnaire takes no longer than 15 minutes, and the users can tag any question reckoned to be not relevant. Thereafter the results and feedback are collated and the report is produced with proposed best practices that are actionable immediately.

Valuable data to halp maximise efficiencies

TrinityP3's MD Darren Woolley, who founded and developed Evalu8ing, comments, "It is never easy to give accurate, data-based feedback to agencies and clients and we are finding that the outcomes of our surveys are smoothing the way for more productive, effective relationships between the various parties."

Latest trends have shown that clients are also shopping around and finding their own suppliers along with their agencies to maximise their budget and ensure the success of their marketing strategy. "In this era of production de-coupling, the survey will be able to provide valuable data that will help all parties maximise their levels of efficiency," McDowell continues.

The results thereafter can be scrutinised and any issues and problems are said to be easily identified along with measurable solutions that can be implemented. By employing this product, it is claimed companies can optimise communication between all parties to ensure everyone is aligned with the client's objectives and values.

"We would rather devote our attention to the improvement of client and agency relationships with the intention of ensuring longer term sustainability between the parties. In our experience this has a far greater benefit for building brands through effective advertising than resorting to a competitive pitching situation," concludes McDowell.