Much has been written about agency evaluations from the client’s perspective — but what do agencies actually want from the process? Discover how balancing formal and informal feedback, delivering results promptly, and creating genuine action plans can transform your agency evaluation program into a tool for mutual growth and stronger long-term partnerships.

The quality of your agency evaluation program depends on the quality of feedback it generates. From setting clear expectations to building accountability and structured follow-up, these ten guidelines can transform your agency evaluation from a box-ticking exercise into a driver of real behavioral change and stronger client-agency relationships.

The most powerful agency evaluations go both ways. By inviting your agencies to evaluate you as a client, you get a richer, more honest picture of the relationship. Discover how 360-degree agency evaluations help marketing procurement leads and agency management teams improve effectiveness, reduce waste, and build stronger, more aligned partnerships.

Most agency evaluations measure one thing well and ignore the rest. A creative agency gets judged on creative output. A media agency gets judged on cost efficiency. But agency performance has at least five dimensions (delivery excellence, financial management, strategic alignment, innovation, and relationship health) and an evaluation that misses any of them gives you an incomplete picture.

Annual agency reviews are the industry default, but a year is a long time to let problems compound. Borrowing the “retrospective” concept from agile development (short, structured check-ins at natural project milestones) gives procurement teams and agency managers a way to surface issues while there’s still time to fix them. A five-question pulse survey, run at the midpoint of a major campaign, can reveal more about the health of an agency relationship than a 50-question annual review.

In client-agency relationship management, “you don’t know what you don’t know” can be one of the most costly truths. Uncovering hidden perception gaps through self-assessment and formal agency evaluations is vital for sustained success. Discover how marketing procurement leads and agency management teams can bridge these gaps, encourage candid feedback, and align more effectively with their agencies.

One of the most overlooked elements of any agency evaluation program is what happens after the results come in. Agencies often feel their feedback disappears into a black hole. Discover how marketing procurement leads and agency management teams can close the loop, act on agency feedback, and build the trust that drives long-term performance improvement.