A quantitative checklist on how to acid-test Creative Agencies, esp. in the context of pitches.

1. 1 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m
Creative Agency Evaluation Form
1. Agency Background
Does not
Apply At
All
Applies
Totally
The overall reputation of this Agency is
very good
1 2 3 4 5
This Agency is in a sound financial status 1 2 3 4 5
Is behind some undeniable success
stories (major brand launches, market
share boosts, creativity/effectiveness
awards etc.)
1 2 3 4 5
Has a fair amount of experience in our
field of business/sector/category
1 2 3 4 5
Has 360 communicational capabilities (or
close) and can serve us beyond
conventional advertising
1 2 3 4 5
Getting our Account will mean many
things to this Agency (e.g. % of revenue,
client list boost etc.). We are important to
them
1 2 3 4 5
There is absolutely no issue of conflict
with other existing Accounts of theirs
1 2 3 4 5
Comments on Agency Background

2. 2 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m
2. People & Chemistry
Does not
Apply At
All
Applies
Totally
The Agency people convey enthusiasm,
energy and positivity
1 2 3 4 5
To the point - They focus on the issues
and do not have the tendency to drift to
irrelevant things
1 2 3 4 5
They are commercially minded and not
creative/artistic just for the sake of it
1 2 3 4 5
In our initial meeting(s) they asked the
right questions on the right subjects
1 2 3 4 5
They give the overall impression that they
understand our brand and market
1 2 3 4 5
They give the overall impression that they
understand what we want to do here
with our communication
1 2 3 4 5
They are experienced and specialized 1 2 3 4 5
They are professional and trustworthy 1 2 3 4 5
We are offered a dedicated Team, within
which it is clear who does what
1 2 3 4 5
We seemto click - We believe that there
will be chemistry and a good working
relationship between us
1 2 3 4 5
They are easy to reach and always
available for us
1 2 3 4 5
Comments on People & Chemistry

3. 3 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m
3. Actual Creative Proposals
Does not
Apply At
All
Applies
Totally
Response speed was very satisfactory 1 2 3 4 5
They have understood and followed our
original brief
1 2 3 4 5
They put their heart and soul into it and
explored the issue exhaustively
1 2 3 4 5
Creative proposals display strategic
thinking / are sufficiently substantiated
from a strategic perspective
1 2 3 4 5
They successfully align with our brand’s
strategic and tactical needs
1 2 3 4 5
Key visuals work great 1 2 3 4 5
Key copy items (e.g. slogans, punch lines)
work great
1 2 3 4 5
The story/scenario unfolds great 1 2 3 4 5
Creative proposals overall are
characterized by creativity, freshness and
originality/differentiation
1 2 3 4 5
They can be ownable – something that
will be clearly connected with our brand
1 2 3 4 5
They are memorable and impactful 1 2 3 4 5
They employ the language, aesthetics,
codes of our target market / audiences –
they are relevant
1 2 3 4 5
They embody a powerful call to action 1 2 3 4 5
We are offered a wide and relevant range
of directions/alternatives to choose from
1 2 3 4 5
Creative ideas are characterized by
campaignability across various media
1 2 3 4 5
Creative ideas can be applied for a long
period of time and are not expected to
become tiring/wear off any time soon
1 2 3 4 5
I can easily visualize how this campaign
will look like when it materializes
1 2 3 4 5
There are no controversial elements
embodied and the campaign has no
chances of offending somebody
1 2 3 4 5

4. 4 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m
Comments on Actual Creative Proposals
4. Effectiveness and ROI
Does not
Apply At
All
Applies
Totally
The Agency fees are fair 1 2 3 4 5
For what they propose, they offer high
value for money
1 2 3 4 5
Agency substantiated sufficiently the ROI
of the proposed campaign
1 2 3 4 5
There are no gray areas and problematic
clauses in the deal they suggest
1 2 3 4 5
Comments on Effectiveness and ROI

5. 5 | C r e a t i v e A g e n c y E v a l u a t i o n F o r m
5. Overall
Mainreasons that we shouldconsider them
Mainreasons that we shouldNOT