Benchmark: Measuring your agency creative effectiveness

A WFA member requested that we run a benchmark on evaluating agency creative effectiveness. Specifically, other WFA members were asked:

1.) Main challenges faced by WFA members when assessing the creative effectiveness of their agencies;
2.) Which business function in their respective organisation hold primary responsibility for measuring creative effectiveness of their agencies;
3.) How strongly they believed their business results were correlated to their creative agency's performance;
4.) What KPIs were used to measure their creative agency's effectiveness and what, if any, KPIs they had ceased to employ;
5.) How frequently they meet their agency and/or agree to review their performance metrics;
6.) Whether top line metrics are discussed during Supplier Relationship Management initiatives.
 
15 WFA members replied to the survey

Members can download the full benchmark with all member responses here.