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Agency Management Methodology

Our Agency Management Methodology is a 24-page PDF planning methodology that highlights our premium tool-kit of 15 premium tools & templates (available for download to Research, Executive & Enterprise level members) to help you develop a streamlined approach to agency selection, management and evaluation. Demand Metric methodologies are step-by-step guides that help you build strategic processes using "Best Practices" and other Demand Metric tools & templates. For background info on Demand Metric methodologies, read our blog post: Much Ado About Methodologies. Stages of this methodology include: Prepare Research Select Communicate Manage There are 15 premium tools & templates linked inside of this methodology to facilitate the process.

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Agency Management Methodology

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  1. 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.

  2. 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 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

  3. Outputs from this Planning Process: © 2013 Demand Metric Research Corporation. All Rights 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 Outputs from this Planning Process: © 2013 Demand Metric Research Corporation. All Rights 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

  4. Functions of an Agency © 2013 Demand Metric Research Corporation. All Rights 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 Functions of an Agency © 2013 Demand Metric Research Corporation. All Rights 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

  5. Plan STAGE 01 – PLAN © 2013 Demand Metric Research Corporation. All Rights 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 Plan STAGE 01 – PLAN © 2013 Demand Metric Research Corporation. All Rights 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

  6. © 2013 Demand Metric Research Corporation. All Rights 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 © 2013 Demand Metric Research Corporation. All Rights 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

  7. © 2013 Demand Metric Research Corporation. All Rights 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 © 2013 Demand Metric Research Corporation. All Rights 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

  8. © 2013 Demand Metric Research Corporation. All Rights 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.) © 2013 Demand Metric Research Corporation. All Rights 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.)

  9. STAGE 02 – RESEARCH © 2013 Demand Metric Research Corporation. All Rights 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 STAGE 02 – RESEARCH © 2013 Demand Metric Research Corporation. All Rights 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

  10. . © 2013 Demand Metric Research Corporation. All Rights 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

  11. . © 2013 Demand Metric Research Corporation. All Rights 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

  12. . © 2013 Demand Metric Research Corporation. All Rights 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

  13. . STAGE 03 – SELECT © 2013 Demand Metric Research Corporation. All Rights 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

  14. . © 2013 Demand Metric Research Corporation. All Rights 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

  15. . © 2013 Demand Metric Research Corporation. All Rights 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.

  16. . © 2013 Demand Metric Research Corporation. All Rights 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

  17. . STAGE 04 – COMMUNICATE © 2013 Demand Metric Research Corporation. All Rights 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

  18. . © 2013 Demand Metric Research Corporation. All Rights  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

  19. . © 2013 Demand Metric Research Corporation. All Rights  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.

  20. . STAGE 05 – MANAGE © 2013 Demand Metric Research Corporation. All Rights 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

  21. . STEP 1 – Manage Individual Projects © 2013 Demand Metric Research Corporation. All Rights  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

  22. . STEP 2 – Create a High-Level Status Report © 2013 Demand Metric Research Corporation. All Rights  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

  23. . 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. © 2013 Demand Metric Research Corporation. All Rights 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

  24. .  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 Conclusion © 2013 Demand Metric Research Corporation. All Rights

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