Creative Services

Marks

Always Often Occasionally Seldom Never NA Scored 4 3 2 1 0

1. Agency produces fresh ideas and original approaches

2. Agency accurately interprets facts, strategies and objectives into usable advertisements and plans

3. Creative group is knowledgeable about company's products, markets and strategies

4. Creative group is concerned with good advertising communications and develops campaigns and ads that exhibit this concern

5. Creative group produces on time

6. Creative group performs well under pressure

7. Creative group operates in a businesslike manner to control production costs and other creative charges

8. Agency presentations are well organized with sufficient examples of proposed executions

9. Creative group participates in major campaign presentations

10. Agency presents ideas and executions not requested but felt to be good opportunities

11. Agency willingly accepts ideas generated by other locations/agency offices vs. being over-protective of its own creative product

12. Other areas not mentioned

13. Agency demonstrates commitment to client's business

14. Agency creative proposals are relevant and properly fulfill creative brief

Rating: Excellent 90-100% Total marks scored

Good 80-89%

Average 70-79% Total possible marks

Fair 60-69%

Poor below 60% Score

ACCOUNT REPRESENTATION & SERVICE

Marks

Always Often Occasionally Seldom Never NA Scored 4 3 2 1 0

1. Account representatives act with personal initiative

2. Account representatives anticipate needs in advance of direction by client (ie: are proactive)

3. Account group takes direction well

4. Agency is able to demonstrate results of programs implemented

5. Account representatives function strategically rather than as creative advisors only

6. Account representatives are knowledgeable about competitive programs and share this information along with their recommendations in a timely manner

7. Account representatives respond to client requests in a timely fashion

8. Account group operates in a business-like manner to control costs

9. Agency recommendations are founded on sound reasoning and supported factually, and appropriately fit within budget constraints

10. Agency is able to advise the client on trends and developments in technology

11. Account representatives demonstrate a high degree of professionalism in both written and oral communication

12. Agency presents ideas and executions not requested by felt to be good opportunities

13. Agency makes reasoned recommendations on allocation of budgets

14. Agency demonstrates commitment to client's business

15. There is a positive social relationship between client and agency

Rating: Excellent 90-100% Total marks scored

Good 80-89%

Average 70-79% Total possible marks

Fair 60-69%

Poor below 60% Score

Exhibit 3-8 Young & Rubicam has been the agency for Dr Pepper for more than three decades

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