Agency Optimization Process
Kick-Off
At Hestbæk Consult, we kick-off a new agency optimization processes by creating a clear view on participating parties. Furthermore, we engage the involved parties in the upcoming process by ensuring alignment of desired output from both client side and agency side. Subsequently, we determine which particular questions should be used in the agency optimization process. Hainsight™ offers different questions to the different agency disciplines involved in the process. Furthermore, Hainsight™ provides both a standardized set of questions as well as tailor-made questions. Last but not least the weighing parameter can be included upon request.
Tailor-Making Questionnaire
Once the Kick-off is finalized we identify respondents from both agency and client side. When this has been determined the questionnaire is prepared and distributed to the identified respondents.
Online Evaluation
Various aspects of the relationship between the client and agency are evaluated through the online questionnaire, depending on the Hainsight™ model chosen for the specific project.
The 360° relationship evaluation is the most in-depth evaluation in which both agency and client are evaluated by each other.
In the 180° relationship evaluation, it is only the client or agency that is evaluated, however, by both parties.
In the 90° relationship evaluation, it is either the client or agency which is being evaluated, nonetheless, only by one party.
Data Analysis
Once the online evaluation has been completed, all data from the questionnaire is collected and analyzed. The analysis is worked into a report, in which all scores are represented as well as possible gaps between the client and agency. Moreover, the scores are shown in comparison with Hainsight™ benchmarks scores, providing holistic view of the evaluation. If requested, the report is sent to the client and agency and presented to the Client.
Workshop
A workshop between client and agency is facilitated by Hestbæk Consult, focusing on the key finding in the data analysis.
The workshop emphasizes strengths and weaknesses of the working relationship clarifying possible improvement areas to the working relationship. Moreover, a clear action plan for both client and agency on improving and maintaining the working relationship is conducted and distributed to the client and agency.
Optimization Process Illustrated
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Related optimization cases
The challenge was to assist the strategic business units in introducing performance
evaluation of their individual lead agencies.
Key focus was to create transparency
on the agency relationship, whilst ensuring the agency understood that the process
was facilitated in order to strengthen and prolong the client/agency relationship.
The challenge was to assist Strategic Marketing in introducing performance evaluation
of global lead agency.
Key focus was to create transparency on the agency relationship
whilst ensuring the agency understood the process was facilitated to strengthen
and prolong the client/agency relationship.
The challenge was to assist Group Marketing and Customer Insight in performance evaluating global lead agency with key focus on creating transparency on the agency relationship.