Marketing Agency Scorecard

Agency Scorecard
Templates for Agency Evaluation

An effective performance appraisal process for your advertising agency partners is essential to ensuring a long-term fit for your business’ marketing goals. When designing these scorecards, Setup™ partnered with major brands - combining their actual scorecards/corporate policies for both selection and evaluation with our extensive experience working within the agency-client relationship - to create the most comprehensive marketing agency scorecard template.

This workbook was created to guide brands through two important agency performance evaluation processes:

  1. evaluating a new partner during the initial pitch process, and

  2. evaluating existing agency partners. 

TEMPLATE FOR AGENCY PITCHES/RFP RESPONSES

Agency Selection Scorecard

This agency selection tool can act as an agency RFP scorecard or be used during an actual agency pitch/presentation.

Evaluate potential partners based on:

  • Pitch/Proposed Solutions

  • Partnership Potential

  • Cost

  • Experience

  • Capabilities

TEMPLATE FOR AGENCY PERFORMANCE EVALUATION

Agency Evaluation Scorecard

This agency performance assessment tool guides decision-makers through the performance appraisal process.

Evaluate your agency roster based on:

  • Creativity

  • Innovativeness

  • Return on Investment (ROI)

  • Collaboration

  • Strategy

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