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The relationship between an advertiser and their agency of record is unique. Unlike other suppliers that support a business, agencies are looked at as strategic partners, where both parties work closely together and are incentivized, based on mutually agreed upon business objectives. To ensure this partnership remains healthy and strong, advertisers must implement the appropriate measures to properly evaluate their agency partner(s) on a regular basis. There are varying approaches that can be taken to managing agency relationships. These can differ based on where you are in the agency lifecycle, the importance of an agency to a particular brand or the organization as a whole, and the services provided by the agency. - See more at: https://www.ama.org/resources/Best-Practices/Pages/Evaluating-Your-Advertising-Agency.aspx#sthash.gF42KvFA.dpuf
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