CMOs Aren't Convinced Their Agency KPIs Stack Up

The current evaluation process isn't working for clients or agencies

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.

In a landscape where CMOs are dealing with reverberations from the pandemic, a looming global recession and widespread geopolitical upheaval, it would be all too easy to let agency performance evaluations slide. However, according to the World Federation of Advertisers (WFA), the practice is holding steady.

Research from the global organization conducted in partnership with procurement business Decideware revealed 56% of agencies are being assessed regularly by clients, compared to 54% in 2020.

For Denis Budniewski, Verizon’s director of agency strategy and production transformation, the process is now much more than a nice to have.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in