Top Four Costly Behaviors Identified by Roth Associates

1. Scope of Work

Our industry is fluid and changes are constant. However, a specific and narrowly focused Scope of Work results in a more productive agency. Miscellaneous projects and “scope creep” generate compensation issues at the end of the year. These projects require additional agency resources dedicated to your account and can interfere with the
agency’s ability to focus and the most important deliverables. Roth Associates has worked with blue chip clients to focus and streamline their scopes of work to gain efficiencies and maintain budgetary control.

2. Complicated Work Process

Does your work style require multiple meetings and multiple revisions from the agency? If your work process is complicated and lacks efficiency, those costs are “baked” into your agency fees. Roth Associates can benchmark your work process with best-in-class
performers and provide direction for process improvement.

3. Lack of Performance Metrics

Very few advertisers have a process in place to track agency performance. Regularly scheduled reviews, which can be 180° or 360°, set expectations for the agency, keep the agency/client relationship on track, and identify areas requiring improvement. Roth Associates is expert with agency assessment and accountability initiatives.

4. Ill-Fitting Compensation

Lack of advertiser/client compensation alignment drives excessive discussion and undermines productivity. We believe value should drive compensation and that compensation should be fair and equitable for both the client and agency. We can assess your perception of the value received from your agency and benchmark it against national data by leveraging our proprietary Agency Cost database. We can then benchmark your costs by agency size, location and function, thus insuring you never pay more than necessary for the services you receive.

Recent client engagements, along with the work we have done for over 80 Fortune 400 companies represent more than $9 billion in advertising billings. Most important is the improvement in productivity and efficiency and the cost savings our clients realize as the result of our approach and data.