Our Agency Management Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a streamlined approach to agency selection, management and evaluation.

1. Follow this simple step-by-step guide to develop a streamlined
approach to agency selection, management, and evaluation.
AGENCY MANAGEMENT
Playbook & Toolkit

2. Table of Contents AGENCY MANAGEMENT
Introduction 04
Framework 03
Conclusion 28
About This Playbook 29
Plan 06
09Research
13Select
17Communicate
21Manage
24Transition
STAGE
STAGE
STAGE
STAGE
STAGE
STAGE
1
2
3
4
5
6

3. 1 PLAN
Agency Selection Tool
Agency Compensation
Model
Non-Compete
Agreement Template
Non-Disclosure
Agreement NDA
Advertising Agency
RFP Template
Agency Transition
Model
Agency Onboarding
Checklist
Agency Performance
Review
Project Status
Report Template
Creative Strategy
Survey Tool
Agency Transition
Assets Database
Agency Transition
Termination Letter
Agency Transition
Creative Assignment
Agency Transition
Meeting Agenda
Ad Agency Request
For Information
Project Charter
Template
Marketing Strategy
Scorecard
Marketing Budget
Template
AGENCY MANAGEMENT
Framework
Leverage the framework below to quickly empower
your organization’s agency management strategy.
Click the buttons below to access all related
training, tools, templates and other resources.
Consultant Evaluation
Matrix
Agency Compensation
Evaluation Tool
Agency Alignment
Strategy Workbook
Agency Compensation
Negotiation Checklist
Ad Agency
Agreement Template
Project Management
Template
Agency Onboarding
Model
Creative Brief
Template
Agency Compensation
Review
RESEARCH2 COMMUNICATE4 MANAGE5SELECT3 TRANSITION6

4. 4AGENCY MANAGEMENT
Plan Research Select Communicate Manage Transition
1 2 3 4 5 6
Introduction
How to Use This Consulting Playbook
This document consists of five stages, each with a description, steps,
and action items. Action items include using our premium tools and
templates. Our intention with this playbook is to guide you through
the Agency Management Process by helping you:
Evaluate the performance of the agency that you have
selected
Select the right agency for your business
Manage the relationship between the two parties
What is an Advertising Agency ?
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)

5. 5AGENCY MANAGEMENT
Plan Research Select Communicate Manage Transition
1 2 3 4 5 6
Introduction
Outputs from This Playbook
Stage 1 - Plan
Stage 4 - Communicate
Project Charter, Project Goals & Objectives, Project
Budget
Creative Strategy Survey, Creative Brief Template
Stage 2 - Research
Stage 5 - Manage
Ad Agency RFI, Non-Compete Agreement, Non Disclo-
sure Agreement, Agency RFP
Project Management Schedule, Agency Performance
Evaluation
Stage 3 - Select
Stage 6 - Transition
Agency Selection Tool, Consultant Evaluation Matrix, Ad
Agency Agreement
Agency Transition Model, Transition Termination Notice
Letter Template

6. Plan
STAGE 1
AGENCY MANAGEMENT
During Stage 1, you will work with your team to plan for the agency-selection process.
Key activities for this stage include:
STEP 1: Organize Your Resources
STEP 2: Identify Goals & Objectives
STEP 3: Set & Track Your Budget

7. 7AGENCY MANAGEMENT
Project Overview
Project Description
Key Success Factors
Stakeholders
Objectives
Programs, Initiatives and Actions
Key Performance Indicators & Metrics
Target Timeframe to Achieve Objectives
Organize Your Resources Identify Goals & Objectives
STEP 1 STEP 2
Action Item 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.
Document goals, objectives, KPIs, and target timeframes
related to the agency-selection project in the Marketing
Strategy Scorecard.
This tool will help you to outline the following: This tool will help you identify and document the following:
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Introduction
1
Plan
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8. 8AGENCY MANAGEMENT
Man Hours
Travel
Opportunity Costs of lengthy process (brand erosion, loss of
market share, loss of project momentum, etc)
Set & Track Your Budget
STEP 3
Action Item
Include this project in your Marketing Budget Template and
be sure to obtain approval from key stakeholders.
A few of the costs associated with your agency-selection project
can include, but are not limited to:
Introduction
1
Plan
V I E W R E S O U R C E
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9. Research
STAGE 2
During Stage 2, you will gather information about potential agencies.
Key activities for this stage include:
STEP 1: Reviewing Agency Compensation Models
STEP 2: Gather Background Information
STEP 3: Protect Your Business
STEP 4: Write a Request for Proposal
AGENCY MANAGEMENT

10. 10AGENCY MANAGEMENT
Introduction
2
Research
Reviewing Agency Compensation Models
STEP 1
Action Item
Review the Agency Compensation Model to evaluate the
different options available when it comes to compensating
an agency partner.
Choosing a compensation model that is suitable for your chosen
agency is an important part of the relationship between your orga-
nization and the agency team. Different compensation models
produce varied nuances in the way that agencies and organizations
communicate and measure results.
V I E W R E S O U R C E
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STEP 2
Gather Background Information
Action Item
Use the Ad Agency Request For Information Template to
learn more about potential advertising agencies before inter-
viewing them.
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.
V I E W R E S O U R C EV I E W R E S O U R C E

11. 11AGENCY MANAGEMENT
STEP 3
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.
V I E W R E S O U R C EV I E W R E S O U R C E
V I E W R E S O U R C EV I E W R E S O U R C E
Introduction
2
Research
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1 3 4 5 6
STEP 4
General Information
Statement of Work
Proposal Submission Procedure
Write a Request for Proposal
Action Item
Use the general Ad Agency RFP Template to help you
create a formal invitation to request agency proposals that
meet your business requirements and criteria.
For more specific applications, check out the RFPs for an Adver-
tising Agency, Branding Marketing Agency, Design Agency,
Direct Marketing Agency, Full Service Marketing Agency, Internet
and Digital Agency, Media Planning and Buying Agency, Promo-
tion Agency, and PR Marketing Agency.
The main sections of this document include:
V I E W R E S O U R C EV I E W R E S O U R C E
Agency Information
Estimated Budget &
Resources Required

12. Select
STAGE 3
In Stage 3 you will define your requirements, evaluate agencies & consultants,
and get an agreement in place.
The key activities in this Stage are:
STEP 1: Evaluate Agency Candidates
STEP 2: Consider and Compare Consultants
STEP 3: Determine the Best Compensation Model
STEP 4: Align Goals and Strategy with Compensation
STEP 5: Sign an Agreement with an Agency
STEP 6: Review Negotiation Best Practices
AGENCY MANAGEMENT

13. 13AGENCY MANAGEMENT
Experience
Skill Set & Approach
Creativity & Innovation
Methodology & Tools
Ability to Achieve Objectives
Concept and Channels Used
Relevant Experience
Skill Set
Professionalism
Methodology & Tools
Personality & Fit
Evaluate Agency Candidates Consider and Compare Consultants
STEP 1 STEP 2
Action Item Action Item
Use the Agency Selection Tool to evaluate and compare
different ad agencies by analyzing the options across a set
criterion.
Use the Consultant Evaluation Matrix to evaluate and
compare different ad agencies by analyzing the options
across a set criterion.
Sections of the evaluation include: Sections of the evaluation include:
Introduction
Select
3
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14. 14AGENCY MANAGEMENT
Determine the Best Compensation Model Align Goals and Strategy with Compensation
STEP 3 STEP 4
Action Item Action Item
Use the Agency Compensation Evaluation Tool to under-
stand which agency-compensation model is the strategically
best approach for your organization’s needs.
Use the Agency Aligned Goals Strategy Workbook to
ensure that your organizations goals are aligned with how
the agency is compensated for their work.
Every organization is going to have different needs, and based on
how they operate internally (including how they review their goals
and results) will need a compensation model that is a win-win for
both agency and organization.
It is important in advance of any working relationship with an agency
to clarify what your organization’s expectations are in terms of the
goals you want to achieve, but also how the agency’s compensation
aligns and interacts with those specific metrics.
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15. 15AGENCY MANAGEMENT
Sign an Agreement with an Agency Review Negotiation Best Practices
STEP 5 STEP 6
Action Item 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.
Leverage the Agency Compensation Negotiation Check-
list to help your team while negotiating the compensation
agreement with an agency partner.
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, on-boarding approach, transition plan,
and more. In this template you can also write the general conditions
of the agreement, which will include your company’s responsibili-
ties. This template can be easily used in collaboration with the legal
department of a company.
During an agency contract negotiation, deciding on an equally fair
compensation is often one of the most important line items to get
right. Both parties need to feel that they are being treated fairly, and
that the contract will result in a win-win.
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
Select
3Plan Research Communicate Manage Transition
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16. Communicate
STAGE 4
To this point, you have researched potential agencies and have selected the right agency for your
business. Now, it’s time to operate with complete transparency.
In this stage you will focus your efforts to:
STEP 1: Discover Agency Onboarding Best Practices
STEP 2: Execute an Agency Onboarding Process
STEP 3: Share a Creative Brief
STEP 4: Start Your First Project
AGENCY MANAGEMENT

17. 17AGENCY MANAGEMENT
Introduction
Communicate
4
Discover Agency Onboarding Best Practices Execute an Agency Onboarding Process
STEP 1 STEP 2
Action Item Action Item
Review the Agency Onboarding Model to understand the
best practice process recommended for onboarding your
new agency partner.
Leverage the Agency Onboarding Checklist to ensure the
onboarding process runs smoothly.
At the beginning of any agency relationship, it is important to
provide visual assets and creative direction, including the creative
and aesthetic guidelines for your brand as well as any strategic
resources the agency can use on your behalf.
To ensure the first stages of partnership between your organization
and any newly appointed agency are hassle-free, we recommend
that you keep an eye on what steps need to occur (from the orga-
nization’s perspective, and outside of any agency-provided list of
action items).
V I E W R E S O U R C E V I E W R E S O U R C E
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18. 18AGENCY MANAGEMENT
Definition
Audience
Competitors Goals
Identity & Branding
Communications
Aesthetic
Brand Dichotomies
Share Your Strategic Direction Share a Creative Brief
STEP 3 STEP 4
Action Item 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 devel-
opment that will coincide with your strategy.
Use the Creative Brief Template to ensure that your creative
agency or team understand the strategic objectives for your
company, product, and/or program.
Sections of the survey include: 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 Execu-
tion, Proposed Timelines, Budget & Additional Resources.
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19. Manage
STAGE 5
Now that you have started your first project, you need to track the results of the program to deter-
mine success. We also recommend that you evaluate your agency every 6 months.
In this stage, you will:
STEP 1: Manage Individual Projects
STEP 2: Create a High-Level Status Report
STEP 3: Evaluate Your Agency’s Performance
STEP 4: Evaluate the Agency’s Compensation
AGENCY MANAGEMENT

20. 20AGENCY MANAGEMENT
Introduction
Manage
5
Project Name
Start Date/End Date
Project Team
Time Off
Project Summary
Project Vital Signs
Project Cost & Schedule
Manage Individual Projects Create a High-Level Status Report
STEP 1 STEP 2
Action Item Action Item
Use the Project Management Template to manage the project
schedulewhenworkingwithyouragency.Thistoolsletsyoulist
individual tasks, assign ownership, and identify start/end dates.
This template can be used to track project status.
If you are 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.
Start by indicating the following: 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:
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21. 21AGENCY MANAGEMENT
STEP 3 STEP 4
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
Evaluate Your Agency’s Performance Evaluate the Agency’s Compensation
Action Item 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.
Use the Agency Compensation Review to help guide
your organization’s review of the compensation model and
approach used with an agency partner.
During an annual review, sections of the evaluation include: Agency compensation is an independent item for review beyond
general performance and is recommended 6 months after the
start of a working relationship to ensure the correct compensation
model is being employed based on the results produced to date. An
incorrect compensation model can cause problems in your agency
relationship and reduce the results you could expect, so consistent
review is recommended.
V I E W R E S O U R C E V I E W R E S O U R C E
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22. Transition
STAGE 6
Sometimes an agency relationship won’t work out, or you may want to consolidate multiple agen-
cies’ work into a single agency partner for ease of management. If your contract is properly set up in
advance, this process should already be defined and understood, but it will still require execution. The
following steps will help you execute a peaceful and productive transition from one agency to another.
In this stage, you will:
STEP 1: Review Agency Transitions Best Practices
STEP 2: Send a Termination Notice
STEP 3: Acquire All Assets Before Departure
STEP 4: Organize a Transition Transfer Meeting
STEP 5: Transfer Creative Assignments
AGENCY MANAGEMENT

23. 23AGENCY MANAGEMENT
Introduction
Transition
6
Review Agency Transitions Best Practices Send a Termination Notice
STEP 1 STEP 2
Action Item Action Item
Review the Agency Transition Model to understand the best
practices required to transition from one agency partner to
another.
Leverage the Agency Transition Termination Notice Letter
Template to send a letter to your existing agency partner
notifying them about the end of your relationship, and begin-
ning of the transition process.
Althoughtherearemanydifferentwaysanyorganizationcandecide
to transition from one agency to another, there are industry best
practices that are recommended to ensure a transition is successful,
and avoid any unnecessary conflict.
The transition between one agency and another often begins with a
termination letter sent from your organization to the existing agency.
This letter sets the wheels in motion for all of the steps required to
begin the transfer of assets, information, and ownership of projects.
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24. 24AGENCY MANAGEMENT
Acquire all Assets Before Departure Organize a Transition Transfer Meeting
STEP 3 STEP 4
Action Item Action Item
Use the Agency Transition Assets Acquisition Database to
collect and track all of the assets you will need to have trans-
ferred over to your new agency partner.
Use the Agency Transition Transfer Meeting Agenda
Template to set up a successful transition meeting between
your old and new agency partners.
It is important that your organization takes an active role and respon-
sibility in ensuring that all of the required assets your new agency
partner requires are handed over in a timely and consistent manner.
We recommend to audit all required assets and track their transfer
from start to end of the transition.
Your existing agency will need to meet and work with your new
agency partner to make this transition a successful one. This transfer
meeting is an important first impression for the relationship between
both agencies, and we recommend that you lead this meeting to
make success certain.
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25. 25AGENCY MANAGEMENT
Transfer Creative Assignments
STEP 5
Action Item
Use the Agency Transition Creative Assignment Transfer
Plan Template to plan the handing over of creative work
from one agency to another.
When your organization switches from one agency partner to
another,theremaybeongoingprojectsthatyoumayneedtoensure
are properly transferred to the new agency. Creative information
and assets will need to be shared in a timely manner to ensure a
hassle-free transition.
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26. Conclusion
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 an agency management process
Audit your existing agency management process
Assist with using any of the tools referenced in this playbook
Provide hands-on assistance to accelerate achieving your goals.
To learn more, contact Demand Metric: info@demandmetric.com
AGENCY MANAGEMENT

27. About This Playbook
AGENCY MANAGEMENT
Demand Metric is a marketing research and advisory
firm serving a membership community of over 106,000
marketing professionals and consultants in 75 countries.
Offering consulting playbooks, advisory services, and
500+ premium marketing tools and templates, Demand
Metric resources and expertise help the marketing
community plan more efficiently and effectively, answer
the difficult questions about their work with authority and
conviction, and complete marketing projects more quickly
and with greater confidence — thus boosting the respect
of the marketing team and making it easier to justify
resources the team needs to succeed.
To learn more about Demand Metric, please visit
www.demandmetric.com

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All Rights Reserved.
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