Situation
As part of a continuing process of improving effectiveness and efficiency McDonald’s consider that high performing motivated agencies are a key to marketing excellence. We run our on-going ‘Optimise’ Client / Agency evaluation programme across all their agency disciplines and use this to structure bonus agreements to better reward high performance.
Action
Our unique way of evaluating and managing relationships is through a ‘Skill Set’ approach which looks at all aspects of the relationship; assessing the critical areas within people skills, thinking skills, creative skills, process skills and financial skills.
We use a traffic light system for progressive quantitative assessment but place most emphasis on qualitative findings.
Outcome
The key is action-orientated output. From the evaluations we provide an online dashboard report as well as a relationship development plan for both client and agency, where we identify the key issues, action required, timing and who will be taking on the responsibility to make this happen.