AGENCY SCORECARD - New Partner

Agency Selection Scorecard

Did you know that the average agency-client tenure is less than 3 years? Marketing agencies
offer resources, extra bandwidth, and specialized expertise to brands of all sizes. That said, the
agency-client relationship can be a tricky one to get right... and an expensive one to get wrong.

HOW TO USE
This scorecard is broken up into categories, each with statements describe an ideal agency
partner. After reading each statement, score your agency on a scale of 0-2. If you are using the
PDF version, the score totals will auto-update as you go through the document.

SCORING
0 = Does not describe agency, 1 = Kind of describes agency, 2 = Describes agency well

FINAL SCORES

Category Score

Agency Capability 0

Budget 0

Work Examples 0

Partnership Potential 0

Presentation 0.125

Technology 0.1

Setup.us 1
 AGENCY SCORECARD - New Partner

New Agency Partner Scorecard

Each of the following statements describe an ideal agency partner. After reading each
statement, score your agency on a scale of 0-2.

SCORING
0 = Does not describe agency, 1 = Kind of describes agency, 2 = Describes agency well

EXPERIENCE & GENERAL CAPABILITIES

AGENCY HAS...

Industry Experience - Experience in my company’s industry, keeps up-to-date with the latest
industry trends
Project Experience - Previous project experience that required them to work across teams,
silos, and/or conflicting objectives
Required Skill Set - The required skill set for this project/initiative

In-House Capabilities - Ability to execute critical work in-house

Expertise - Demonstrated authority/specialized skills in the area of need

AGENCY CAPABILITY SCORE: 0 /10

Notes:

COST
PROPOSED SOLUTION(S) ARE...

Within Budget - Within our set budget range

Reasonably Priced - In range with other estimates

Flexible - Presented with flexible pricing options

BUDGET SCORE: 0 /6

Notes:

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 AGENCY SCORECARD - New Partner

WORK EXAMPLES
WORK EXAMPLES PRESENTED ARE...

Relevant - Relevant to our type of business

Representative - Representative of the tasks needed by our company

Innovative - Innovative, creative, and/or “on trend”

Backed By Data - Clear about displaying the measurable results of the work

Verifiable - Presented alongside client references with contact information

Detailed - Clear in showing how the agency approached/solved the problem

WORK EXAMPLE SCORE: 0/12

Notes:

PARTNERSHIP POTENTIAL
AGENCY IS AN IDEAL PARTNER BECAUSE THEY ARE...

Culturally Aligned - Aligned with our company’s culture

Excited - Passionate about working with our company

Responsive - Staffed with strong, responsive team members that will prioritize our business

Innovative - Initiators on bringing new, innovative ideas to our team

Collaborative - Committed to educating our team

Right-Sized - Working with clients larger and smaller than us

Not Conflicted - Not working with a direct competitor

Transparent - Transparent about true capabilities, what work is done by junior vs. senior
talent, and what is done in-house vs. what is outsourced

PARTNERSHIP POTENTIAL SCORE: 0/16

Notes:

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 AGENCY SCORECARD - New Partner

PRESENTATION
PITCH/PRESENTATION IS...

Clear about Outcomes - Contains a clear measurement framework that sets reasonable
1
expectations about the projected results of their work
Aligned with Objectives - Aligned with our company’s business objectives

Company-Focused - Focused on our company/our challenges rather than themselves

Professional - Professional, thoughtful, and polished

PRESENTATION SCORE: 1 /8

Notes:

TECHNOLOGICAL CAPABILITIES (if applicable)

AGENCY HAS...

Technology Skill Set - Has the required technological skill set

1
i.e. knowledge of potential technologies that our company may need
On-Site Team - Has a development team on-site

Long-Term View - Can design a implementation plan that works long-term

Integrative Approach - Offers proposed solutions that integrate with our existing systems

Viable Solution - Offers proposed solutions that align with our brand’s technological needs

TECHNOLOGY SCORE: 1 /10

Notes:

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