Industry bodies create guide to evaluating work.

The new set of guidelines will address the thorny issue of agency remuneration.

The IPA, along with three other industry bodies, ISBA, the MCCA and the PRCA, has created a best-practice guide to evaluating the work of marketing and communications agencies.

The guide has been developed to provide a standard set of tools to help marketing directors measure the value of the work their agencies produce and justify budget increases. It aims to address the thorny issue of agency remuneration as clients demand greater financial transparency from their agencies.

The guidelines were compiled using data from the first cross-industry research into how clients and agencies evaluate their marketing and communications.

This showed that although 95 per cent of clients evaluate marketing, fewer than 20 per cent measure the effect it has on profits. It also highlighted that 90 per cent of clients felt that evaluation data should be used in remunerating agencies. And 90 per cent of clients and their agencies said they wanted an evaluation guide.

The guide ...