Marketing Strategy Resources
Templates & Workbooks
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, AgencySparks 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.
For brands creating an RFP, or Request for Proposal, the document provides a structured framework that helps them think through the details, goals, budget, timeline, and evaluation criteria for a particular project or marketing initiative.
In the United States alone, there are over 120,000 marketing agencies. A client looking to find the right marketing agency for their brand can feel a lot like finding a needle in a haystack.
How can clients avoid the pitfalls of starting and ending agency relationships, while getting the most value for their business in the long run?
A solid marketing brief can make or break a marketing campaign. The brief provides a solid foundation to ensure that an internal or external team is aligned to execute the strategy. If choosing an external team via the RFP process, writing a detailed marketing brief is absolutely essential.
Creating a marketing budget is not always a simple task. Many marketers pigeon hole themselves by narrowly focusing on the previous year’s plan and ignoring potential new sales goals and opportunities. It is also particularly difficult to map out a budget plan when brand awareness and impressions are not concrete numbers. In fact, according to MDG Advertising, 32% of companies believe their data is inaccurate. Planning a budget around incorrect numbers leads to wasted marketing efforts and expenses.