ICA PUBLISHES CLIENT/AGENCY EVALUATION GUIDE
By Adnews Staff
The Institute of Communications and Advertising has produced a new best practice guide called Client-Agency Evaluation, A Guide to Best Practice. The guide seeks to provide answers to questions about the client/agency relationship and how to improve it. The guide describes an evaluation process and includes sample forms that can be customized by clients or agencies. For clients there are forms to aid in the evaluation of specific agency departments including account management, creative, consumer planning and research, production, media planning and media buying as well as a summary rating form for overall agency performance. There is also an Agency Feedback to the Client form which covers 24 points concerning the agency's relationship with the client. According to the organization, the guide draws on ICA experience as well as input from agencies and advertisers. It is available for free at <http://www.ica-ad.com>.