Benchmark: Measuring your agency creative effectiveness

Benchmark: Measuring your agency creative effectiveness

Marketing Organisation & Strategy
1 minute read

This WFA member benchmark covers best practices for evaluating agency creative effectiveness.

Article details

  • Author:WFA

    WFA

Benchmarks & surveys
13 January 2020

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.

Article details

  • Author:WFA

    WFA

Benchmarks & surveys
13 January 2020

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