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The team at VA Consulting on the importance of using agency scorecards

We talked about this with Stefano Arbitrio, Coo / HQ Office in Milan, VA CONSULTING.

Selecting the right advertising agency is crucial for the success of marketing campaigns. However, evaluating proposals from different agencies can be a complex task. The services being acquired involve creativity, strategic thinking, and a deep understanding of your brand, which cannot always be precisely quantified.

At VA Consulting, we understand the challenges involved in selecting a creative agency. That’s why we offer expert guidance in optimising project management and costs in all marketing activities, including agency pitches.
This article explores the importance of using agency scorecards and provides key principles to consider when developing your own:

  1. Alignment with Internal Stakeholders:
    The chosen evaluation method should align with the vision of internal decision-makers. Ensure the scorecard reflects the criteria that are most valued in an agency partner.
  2. Avoid Arbitrary Scoring:
    Focus on what truly matters in selecting the “right” agency for your specific needs. Avoid generic questions/evaluations that do not address the challenges to be overcome.
  3. Adapt Questions and Prioritise Value:
    Before starting a pitch process, identify your company’s pain points and desired outcomes. Tailor scorecard questions to assess these priorities along with more general capabilities and characteristics of the creative agency.
  4. Mitigate Evaluation Panel Fluctuation:
    Ideally, the evaluation panel should remain consistent throughout the pitch. However, this is not always possible. Consider using a simple scoring system like the average of scores to minimise inconsistencies if some panel members change.
  5. Go Beyond Numbers:
    While numerical scores (e.g., 1-5) can be helpful, prioritise qualitative feedback alongside them. Detailed comments from the panel offer valuable insights for an informed, normalised, and consistent decision-making process.
  6. Keep it Simple:
    Overly complex scoring systems create confusion and hinder effective evaluation. Always aim for a scorecard with clear and concise questions (ideally less than 10) and a limited number of weighted criteria.
  7. Maintain Objectivity:
    Emotions and past experiences with agencies should not influence the evaluation process. These discussions should have taken place during the pre-selection phase. Each shortlisted agency deserves an impartial score based on the established criteria.

In summary:
A well-designed, objective, and simple scorecard is essential for a fair and efficient agency selection. It promotes transparency and ensures that each agency involved in the pitch receives a fair and consistent evaluation.
By following these principles, you can develop a scorecard that allows you to select the ideal agency partner for the success of your marketing campaigns.