Comprehensive Guide to Structuring a 360 Appraisal for Client-Agency Relationships
This guide provides a structured approach to conducting 360 appraisals for client-agency relationships, focusing on key areas such as account management, strategic planning, and creative aspects. The customizable templates and evaluation criteria outlined here can be adapted for different types of agencies to enhance performance evaluation and feedback processes.
- Performance Evaluation
- Client-Agency Relationships
- 360 Appraisal
- Structured Approach
- Creative Agency
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HOW TO STRUCTURE A 360 APPRAISAL For more information please contact Paul Phillips. paul@paul-phillips.co.uk 1 07909 990 737 Industry Agency Relationships Interest Group Member
CLIENT/AGENCY APPRAISALS Annual Two-way Client on agency Note this is a basic structure, developed for a creative agency, that can be revised as needed for a MedEd agency or other type of agency. Account Management Strategic Planning Creative Also, the exact descriptors used in the charts that follow can be adapted as needed. Medical Writing Digital Production Financial Management Senior Management input Agency on client Briefing Creative development and approvals Business partnership
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Client on Agency Exceeded Met Below ACCOUNT MANAGEMENT Thoroughly understands our business, product, medical data and target audiences (HCP, Patient) Makes clear recommendations with well supported arguments Are responsive, open-minded and co-operative Are cost conscious and disciplined in budget management Are efficient with admin (contact reports, timetables etc) Co-ordinate medical submission accurately and efficiently Work well with other agencies/suppliers Any additional comments:
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Client on Agency Exceeded Met Below STRATEGIC PLANNING Thoroughly understands our business, product, implications of medical data and target audiences (HCP, Patient) Develops effective communication strategies based on understanding and insight Is proactive in exploring innovative approaches to our communications (incl. in digital) Is responsive and meets deadlines Supports us in evaluating research (product, creative development etc) Any additional comments:
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Client on Agency Exceeded Met Below CREATIVE Consistently presents work which is on brief Demonstrates relevant understanding of our brand/business and the target audience Are open-minded and constructive when discussing ideas and receiving feedback Create communications that work across channels and over time Present ideas which can be realised on budget Strives to develop outstanding and effective work Any additional comments:
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Client on Agency Exceeded Met Below MEDICAL WRITING Thoroughly understands the clinical trial data for our product and the implications in relation to our competitors Writes compelling and approvable medical copy Works well with our Med Legal team Any additional comments: Exceeded Met Below DIGITAL Demonstrate strong knowledge of the digital channels and opportunities available for our target audiences and communication challenges (Incl. specific digital activities as relevant) Has developed relevant and effective digital work Any additional comments:
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Exceeded Met Below PRODUCTION Client on Agency Ideas consistently produced to a high standard Manages production budget prudently negotiates well, submits competitive quotes etc Delivers on time and on budget Any additional comments: Exceeded Met Below FINANCIAL MANAGEMENT Invoice procedures reflect good financial management Provides budget updates as agreed and highlights potential issues promptly Any additional comments:
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Client on Agency Exceeded Met Below SENIOR MANAGEMENT INPUT Management value our business and are appropriately involved Ensures continuity of staff on account Any additional comments: GENERAL COMMENTS: What are the agency s overall strengths? What are the areas for improvement?
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Exceeded Met Below BRIEFING Agency on Client Briefs are thorough, clear and inspiring and in line with brand strategy Briefs are final and are agreed with all key stakeholders Briefs contain relevant practical information (timelines, budget, mandatories) Any additional comments: Exceeded Met Below CREATIVE DEVELOPMENT + APPROVAL Creative is assessed against the agreed brief Feedback is constructive, clear and consolidated Approval process is efficient Research is used constructively and effectively Any additional comments:
CLIENT/CREATIVE AGENCY APPRAISAL DRAFT FORMAT Exceeded Met Below BUSINESS PARTNERSHIP Agency on Client Client team treat the agency like a business partner Shares all relevant sales and marketing information Are receptive to agency recommendations Keep to agreed scope of work, timelines, budgets Are accessible for meetings, phone calls etc and make good use of the agency s resources Any additional comments: GENERAL COMMENTS: What are the client s overall strengths? What could the client do differently in order to help the agency?
