The Creative Measuring Stick 
by Michael Clagget

Companies spend hundreds, even millions, of dollars every year with advertising communications agencies. Yet, they only have the vaguest idea as to whether or not their agency is truly doing its job and whether the moneys invested are generating a positive return on investment. Here are some questions to ask when assessing the effectiveness of an advertising communications agency regarding your company.

How has the agency tangibly contributed to the realization of the company's business goals?

Is the communications program on strategy? Is it in sync with the overall strategic plan for the company?

Does the agency have an intimate knowledge and understanding of the various customer groups critical to the selling acceptance of the brand? Does it understand how, when, and where to best appeal to them?

Is the agency brand-conscious? Is it contributing to the building of the brand?

Does the agency have an understanding and a vision of the future of the industry and the opportunities this presents?

Does the agency continually present ideas on how the company might grow the business, both inside and outside of the communications field?

(Taken from Sales and Marketing Strategies & News)

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