Marketing Agency Management: Playbook, Templates & Tools

How-to Guide

Selecting & Managing a Marketing Agency

If you are investing material dollars in marketing campaigns, more often than not, you have considered engaging, or have engaged, an advertising agency to assist you with those efforts. That decision, along with the selection process, can be overwhelming. 

In the United States alone, there are over 120,000 with their own set of capabilities, industry expertise and experience. A client looking to find the right marketing agency for their brand can feel a lot like finding a needle in a haystack.

Many clients do find an agency that checks all of the boxes of their requirements on paper... that still doesn't guarantee an ideal long-term business relationship. 

This step-by-step guide includes templates, tools, and scorecards to effectively

1. Select the right agency for your business 

2. Manage the relationship between the two parties, and

3. Evaluate your agency’s performance

What you will learn

• Plan and Organise Your Resources  

• Document Your Goals & Objectives  

• Set & Track Your Budget

• Gather Background Information  

• Conduct the Agency Selection  & Sign an Agreement

• Share Your Strategic Direction  

• Manage Individual Projects  

• Build a Status Report &  Evaluate Your Agency

What will you receive

An 8-Page Step-by-step Guide on how to select & manage your marketing agency

9 Ready-made Templates for managing the selection process

• Project Charter Template

• Project Management Template

• Ad Agency RFI template

• Agency RFP Template

• Agency Selection Template

• Marketing Budget Template

• Assignment Brief Template

• Non-compete Agreement Template

• Non-disclosure Agreement Template
  

4 Scorecards & Tools for defining strategy and performance

• Agency Performance Review

• Consultant Evaluation Matrix

• Creative Strategy Survey Tool

• Marketing Strategy Scorecard