1、An R3 White PaperWinning atagency relationshipsHow to conduct the agency performance evaluation process more effectivelyIMPROVING THE EFFECTIVENESS&EFFICIENCY OF MARKETERS&THEIR AGENCIES2Recent trends in the marketing sector suggest that the careful consideration and execution of a formal review pro

2、cess is more important than ever if brands are to maintain a healthy and productive relationship with their agencies.With rising rates of public ownership and consolidation,the increased diversity and complexity of agency services,and a growing preference for fee-based methods of compensation and pe

3、rformance incentives setting the stage for agency relationships,a re-examination of the marketers agency evaluation process may be in order.This White Paper from marketing consultancy R3 is designed to give marketers and their agencies some insight into:What measures can be taken to establish clearl

4、y defined expectations from the onset?how can the agency evaluation be structured to result in actionable steps for improvement?how can incentive plans be implemented to reflect a direct tie between performance and compensation?This report is designed to start rather than end a dialog.If you have yo

5、ur own views on agency relationships,we welcome hearing about them on:twitter r3wwweibo r3chinacontact page at introduction3METHODOLOGYTo prepare this report,we took three different approaches to gaininginsights:We conducted a deep dive into our agency performance evaluation work in the US since 197

6、2 and outside the US since 2002 leading discussions for Coca-Cola,Walmart,Fomterra,Visa,Johnson&Johnson,Samsung,and others.We thank them for the opportunity to build long term partnerships.We reached out selectively to some of the smartest marketers weve worked with,to elicit their own direct points