Spotlight: Client-agency performance evaluations: 2022 update
Decideware and the WFA returned again late 2022 to dig deeper into the relationship dynamics and efficiencies between marketers and agencies. This survey built on the foundation created by previous years inquisition & analysis is the most thorough ever explored by the partnership.
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Calling on both multinational marketers & agencies Decideware and the WFA looked behind the curtain of performance evaluations between them and areas impacted due to them; in the quasi-post-quasi-continuous COVID 19 professional environment, it has never been more pertinent to understand where our relationships are most, and least, effective.
During this session, Ed McFadden, Chief Growth Officer at Decideware took us through the survey in its entirety - not only discussing this iteration's findings, but also juxtaposed them with previous years, showing trends in these relationship dynamics. Ranging from simple performance evaluation perceptions to key disparities in ideal versus actual KPI allocation, Ed left no stone unturned when it came to the agency-marketer performance evaluation relationship.
Key areas of the report include:
Performance evaluation perception, frequency, and medium
KPI selection, value, and perception
Marketer-on-agency evaluation frequency & perception
Agency remuneration linked to performance evaluations
Recommendations on how our industry should proceed
You download the presentation deck and view the recording of the session below: