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Creative agency evaluation form

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A quantitative checklist on how to acid-test Creative Agencies, esp. in the context of pitches.

Published in: Marketing
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Creative agency evaluation form

  1. 1. 1 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m Creative Agency Evaluation Form 1. Agency Background Does not Apply At All Applies Totally The overall reputation of this Agency is very good 1 2 3 4 5 This Agency is in a sound financial status 1 2 3 4 5 Is behind some undeniable success stories (major brand launches, market share boosts, creativity/effectiveness awards etc.) 1 2 3 4 5 Has a fair amount of experience in our field of business/sector/category 1 2 3 4 5 Has 360 communicational capabilities (or close) and can serve us beyond conventional advertising 1 2 3 4 5 Getting our Account will mean many things to this Agency (e.g. % of revenue, client list boost etc.). We are important to them 1 2 3 4 5 There is absolutely no issue of conflict with other existing Accounts of theirs 1 2 3 4 5 Comments on Agency Background
  2. 2. 2 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m 2. People & Chemistry Does not Apply At All Applies Totally The Agency people convey enthusiasm, energy and positivity 1 2 3 4 5 To the point - They focus on the issues and do not have the tendency to drift to irrelevant things 1 2 3 4 5 They are commercially minded and not creative/artistic just for the sake of it 1 2 3 4 5 In our initial meeting(s) they asked the right questions on the right subjects 1 2 3 4 5 They give the overall impression that they understand our brand and market 1 2 3 4 5 They give the overall impression that they understand what we want to do here with our communication 1 2 3 4 5 They are experienced and specialized 1 2 3 4 5 They are professional and trustworthy 1 2 3 4 5 We are offered a dedicated Team, within which it is clear who does what 1 2 3 4 5 We seemto click - We believe that there will be chemistry and a good working relationship between us 1 2 3 4 5 They are easy to reach and always available for us 1 2 3 4 5 Comments on People & Chemistry
  3. 3. 3 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m 3. Actual Creative Proposals Does not Apply At All Applies Totally Response speed was very satisfactory 1 2 3 4 5 They have understood and followed our original brief 1 2 3 4 5 They put their heart and soul into it and explored the issue exhaustively 1 2 3 4 5 Creative proposals display strategic thinking / are sufficiently substantiated from a strategic perspective 1 2 3 4 5 They successfully align with our brand’s strategic and tactical needs 1 2 3 4 5 Key visuals work great 1 2 3 4 5 Key copy items (e.g. slogans, punch lines) work great 1 2 3 4 5 The story/scenario unfolds great 1 2 3 4 5 Creative proposals overall are characterized by creativity, freshness and originality/differentiation 1 2 3 4 5 They can be ownable – something that will be clearly connected with our brand 1 2 3 4 5 They are memorable and impactful 1 2 3 4 5 They employ the language, aesthetics, codes of our target market / audiences – they are relevant 1 2 3 4 5 They embody a powerful call to action 1 2 3 4 5 We are offered a wide and relevant range of directions/alternatives to choose from 1 2 3 4 5 Creative ideas are characterized by campaignability across various media 1 2 3 4 5 Creative ideas can be applied for a long period of time and are not expected to become tiring/wear off any time soon 1 2 3 4 5 I can easily visualize how this campaign will look like when it materializes 1 2 3 4 5 There are no controversial elements embodied and the campaign has no chances of offending somebody 1 2 3 4 5
  4. 4. 4 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m Comments on Actual Creative Proposals 4. Effectiveness and ROI Does not Apply At All Applies Totally The Agency fees are fair 1 2 3 4 5 For what they propose, they offer high value for money 1 2 3 4 5 Agency substantiated sufficiently the ROI of the proposed campaign 1 2 3 4 5 There are no gray areas and problematic clauses in the deal they suggest 1 2 3 4 5 Comments on Effectiveness and ROI
  5. 5. 5 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m 5. Overall Mainreasons that we shouldconsider them Mainreasons that we shouldNOT

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