Agency Management Methodology

01 Executive Summary
02 Situation Analysis
03 Planning
04 Administration
05 Measurement
06 Budget
01 Plan
02 Research
03 Select
04 Communicate
05 ManageFollow this simple, step-by-step, guide to develop
a streamlined approach to agency
selection, management and evaluation.
Agency Management
Methodology:
a proven approach and premium tool-kit
© 2013 Demand Metric Research Corporation. All Rights Reserved.

This document consists of five stages, each with a description, steps and action items. Action
items include using our premium tools & templates. Our intention with this methodology is to
guide you through the Agency Management Process by helping you:
How to use this consulting methodology:
1. Select the right agency for your business
2. Manage the relationship between the two parties
3. Evaluate the performance of the agency that you have selected
© 2013 Demand Metric Research Corporation. All Rights

Outputs from this Planning Process:
Stage 01 – Project Charter, Project Goals & Objectives, Project Budget
Stage 02 – Ad Agency RFI, Non Compete Agreement, Non Disclosure Agreement , Agency RFP
Stage 03 – Agency Selection Tool, Consultant Evaluation Matrix, Ad Agency Agreement
Stage 04 – Creative Strategy Survey, Creative Brief Template
Stage 05 – Project Management Schedule, Agency Performance Evaluation

Functions of an Agency
An advertising agency or advert agency is a service business dedicated to creating, planning, and
handling advertising for its clients. Ad agencies come in all sizes and include everything from one or two-
person shops, small to medium sized agencies and large independents.
Typical ad agency departments include, but are not limited to:
1. Creative (Copywriters, Art Directors, etc.)
2. Account Services (Account executives)
3. Media Buying (Modern agencies might have a media planning department integrated)
4. Production (ensures the creative gets produced)
- Wikipedia

Plan
STAGE 01 – PLAN
During this stage, you will work with your team to plan for the agency selection process.
Key activities for this stage include:
 Organize Your Resources
 Document Your Goals & Objectives
 Set & Track Your Budget
01 Plan
02 Research
03 Select
04 Communicate
05 Manage

STEP 1 – Organize Your Resources
 Action Item – Use the Project Charter Template to organize resources for the new agency selection project
by establishing a clear project scope, decision rights, and executive sponsorship.
01 Plan
02 Research
03 Select
04 Communicate
05 ManagePlan
Download
This tool will help you to outline the following:
 Project Overview
 Project Description
 Key success factors
 Stakeholders

STEP 2 – Identify Goals & Objectives
01 Plan
02 Research
03 Select
04 Communicate
05 ManagePlan
 Action Item – Document goals, objectives, KPIs and target timeframes related to the agency selection
project in the Marketing Strategy Scorecard.
Download
This tool will help you identify and document the following:
 Objectives
 Programs, Initiatives and Actions
 Key Performance Indicators & Metrics
 Target Timeframe to Achieve Objectives

STEP 3 – Set & Track Your Budget
01 Plan
02 Research
03 Select
04 Communicate
05 ManagePlan
 Action Item – Include this project in your Marketing Budget Template and be sure to obtain approval from
key stakeholders.
Download
A few of the costs associated with your agency selection project can
include, but are not limited to:
 Man Hours
 Travel
 Opportunity Costs of lengthy process (brand erosion, loss of market
share, loss of project momentum, etc.)

STAGE 02 – RESEARCH
Research
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
During this stage, you will gather information about potential agencies.
Key activities for this stage include:
 Gathering Background Information
 Protecting Your Business
 Creating a Request For Proposal

STEP 1 – Gather Background Information
 Action Item – Use the Ad Agency Request For Information Template to learn more about potential
advertising agencies before interviewing them.
Research
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
RFIs allow agencies to provide background information on their firms
and to highlight successes they have had with similar clients. The
company presenting its profile can show example cases of different
advertising projects that have worked well in the past.
Additionally, advertising agencies can highlight specific details about the
agency, providing information on the members of the proposed account
team.
Download

STEP 2 – Protect Your Business
 Action Item – Use the Non-Compete Agreement Template and the Non-Disclosure Agreement Template to
protect yourself from unnecessary risk by ensuring that confidential and proprietary information can he
shared openly when dealing with third-parties.
Research
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
DownloadDownload

STEP 3 – Write a Request for Proposal
 Action Item – Use the Ad Agency RFP Template to help you create a formal invitation to request agency
proposals that meet your business requirements and criteria.
Research
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Download
The main sections of this document include:
 General Information
 Statement of Work
 Proposal Submission Procedure
 Agency Information
 Estimated Budget & Resources Required

STAGE 03 – SELECT
Select
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
In this Stage you will define your requirements, evaluate agencies & consultants, and get an agreement in
place.
The key activities in this Stage are:
 Conduct the Agency Selection
 Consider and Compare Consultants
 Sign an Agreement

STEP 1 – Evaluate Agency Candidates
 Action Item – Use the Agency Selection Tool to evaluate and compare different ad agencies by analyzing
the options across a set criterion.
Select
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Download
Sections of the evaluation include:
 Experience
 Skill Set & Approach
 Creativity & Innovation
 Methodology & Tools
 Ability to Achieve Objectives
 Concept and Channels Used

STEP 2 – Consider Consultants
Select
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
 Action Item – Use the Consultant Evaluation Matrix to evaluate and compare different ad agencies by
analyzing the options across a set criterion.
Download
Enter info related to why you want to evaluate agencies here.

STEP 3 – Sign an Agreement
 Action Item – Use the Ad Agency Agreement Template to put a formal agreement in place with an ad
agency. It is important that you list each part of the agreement to help clarify the roles and responsibilities of
the ad agency and your company.
Select
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
This template allows you to clearly specify the services that an agency
will be providing your company, in addition to the fees, terms of payment,
duration, and more. In this template you can also write the general
conditions of the agreement, which will include your company's
responsibilities. This template can be easily used in collaboration with
the legal department of a company
Download

STAGE 04 – COMMUNICATE
Communicate
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
To this point, you have researched potential agencies and you have selected the right agency for your
business. Now, its time to operate with complete transparency.
In this stage you will focus your efforts to:
 Share Your Strategic Direction
 Start Your First Project

 Action Item – Use the Creative Strategy Survey Tool to provide your creative agency partner(s) with a
detailed project plan that includes your strategic direction and ideas for creative development that will
coincide with your strategy.
STEP 1 – Share Your Strategic Direction
Communicate
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Download
Sections of the survey include:
 Definition
 Audience
 Competitors
 Goals
 Identity & Branding
 Communications
 Aesthetic
 Brand Dichotomies

 Action Item – Use the Creative Brief Template to ensure that your creative agency or team understand the
strategic objectives for your company, product and/or program.
STEP 2 – Creative Brief
Communicate
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Download
Sections of the creative brief include background, Corporate Facts,
Overall Assignment, Tactical Objectives, Product and Service Facts &
Benefits (Client Perspective), Market Overview & Competitive
Situation, Customer Profile, Awareness Levels, Key Messaging &
Corporate Positioning, Campaign Measurement, Campaign Execution,
Proposed Timelines, Budget & Additional Resources.

STAGE 05 – MANAGE
Manage
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Now that you have started your first project, you need to track the results of the program to determine
success. We also recommend that you evaluate your agency every 6 months.
In this stage, you will:
 Manage Individual Projects
 Build a Status Report
 Evaluate Your Agency

STEP 1 – Manage Individual Projects
 Action Item – Use the Project Management Template to manage the project schedule when working with
your agency. This tools let you list individual tasks, assign ownership and identify start/end dates.
This template can be used to track project status.
Start by indicating the following:
 Project Name
 Start Date/End Date
 Project Team
 Time Off
Manage
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Download

STEP 2 – Create a High-Level Status Report
 Action Item – If you working on multiple projects with your agency, use the Project Status Report Template
to create a reporting tool that you can use to communicate project status with key stakeholders.
The project status report should highlight specific items that key
stakeholders need to know about without getting into too much detail.
The three broad areas this template covers are:
 Project Summary
 Project Vital Signs
 Project Cost & Schedule
Manage
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Download

STEP 3 – Evaluate Your Agency
 Action Item – Use the Agency Performance Review to assist you with gathering measurable feedback
regarding an agency’s past performance, attitude, and ability to do their job.
Manage
01 Plan
02 Research
03 Select
04 Communicate
05 Manage
Download
Sections of the evaluation include:
 Overview of Previous Period
 Accomplishments, Obstacles, Strengths and Opportunities
 Goals, Targets and Action Items
 Suggestions for Organizational Improvement
 Competency Manager-Evaluation of Agency
 Agency Development Plan

 At the end of any business process, it’s always a good idea to review it and identify areas for improvement.
 Demand Metric has the tools and expertise to help you with the following:
 Set up a project management office
 Create or audit your project management methodology
 Assist with using any of the tools referenced in this methodology
 Provide hands-on assistance to accelerate achieving your goals.
To learn more, simply contact Demand Metric: info@demandmetric.com
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