By Kim Walker

Once upon a time, client-agency evaluations were merely ‘nice to have’. But in recent years, structural changes in the industry have caused the evaluation process to become business critical.

Apart from digitisation, and the fragmentation of the industry, one of the most fundamental changes to the marketing industry in recent years has been the increased involvement of marketing procurement professionals in negotiating these high-value contracts. They are used to using robust quantitative data to back up discretionary payments.

Today’s marketers and their communications partners need an accurate and reliable basis more than ever on which to determine bonuses, some of Read full story ›

Source: The Drum