Learning library
Unit 3 · Implementation and Agencies · Module 22 of 40
Agency Selection and Evaluation
Learning objective
Run a defensible selection from RFI to chemistry meeting, pitch and scorecard.
Concept summary
Selection compares capability, category experience, team seniority actually assigned, process, transparency of remuneration and cultural fit. Post-appointment, an annual scorecard on strategy, creative, service and results keeps the relationship accountable.
Application task
Draft a ten-criterion agency scorecard with weights adding to 100.