Summary |
This audit sets out a step-by-step process for auditing the performance of an advertising agency.
The advertising agency/ies an organization uses can make a radical difference to its success. In a period of increasing accountability and pressure for performance, it is no longer sufficient to rely simply on judgement to evaluate agency performance. A system of appraisal, or evaluation, or analysis is essential; a rational, structured, comprehensive system weighing up all dimensions of an agency's work which determine its effects on its clients' success rate.
This audit guide is therefore divided into two main parts-
Part 1 - Auditing the performance of a current agency.
Part 2 - Evaluating a potential new agency
Part 3 - Internal disciplines for achieving agency effectiveness
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