In spite of hones effort and attempts to address the expectations of clients, marketers and agencies have tended not provide objective systems to demonstrate accomplishment of objectives. In short, they haven't been accountable.

The dismissals of agencies or marketing professionals by disappointed clients is frequently claim to be due to ads/programs which "didn't work," personalities which didn't mesh, or the "philosophical differences" between the agency and client. In too many cases, however, the cause is misinterpreted expectations were met.

To explore this more closed, let's review four questions:

Who has the responsibility for accountability?

How can accountability work on judgmental issues like advertising or marketing?

How can accountability be built into the system?

How much does it cost and how is it paid for?

First, common sense would dictate a communication early on between all interested parties be in order. Laying out the objectives, the ground rules, and very importantly, the method of evaluating progress toward or attainment of the goals is a task with input and discussion from both sides. Certainly, both the client and the agency have the responsibility to clearly document the agreement. As a point of pragmatism, however, it seems apparent that the agency or marketer providing the service has more to lose than the client if this task in not correctly accomplished.

Many relationships get off to a poor start when words and phrases like "high quality," "new direction," "bold creative," are used with increasing fervor and frequency without being qualified. It may appear the suggestion is being made that the inherent romance and excitement of a new agency/client relationship is being stifled in the interest of bean-counting. In fact, nothing will dampen a relationship faster than a program that doesn't meet a client's expectations, regardless of how excited everyone was at the presentation.

Although the first problem calls for discipline, the second question that of how to develop evaluation to provide accountability, is a key reason the issue is ignored so often.

There are many solutions to the evaluation issue. They run the gamut from consumer research (i.e. ATUs, phone surveys, mail surveys, mall intercepts, in-depth interviews, etc.) which can and do measure changes in perceptions, preferences, and usage rates. Additionally, the client has internal documentation which can be utilized to track sales from a particular promotion, etc.

Finally, there is industry syndicated data which can provide benchmark standards for performance or can be used to develop indices which the campaign results may be measured against.

In the haste and enthusiasm to build a terrific campaign or an effective marketing program for a client, the something difficult discipline of developing objective criteria for what can realistically be accomplishment is frequently ignored.

accomplishment is not communicated is usually that the agency/marketer doesn't know what the "number should be. The mistake, however, is not in not knowing. It is in not attempting to establish a "number" at all. Only by establishing a quantitative goal, and instituting a mechanism to measure the proximity of the result can accountability take place.

Over time, the testing of goal levels, coupled with the trial and adoption of measuring tools both client and agency agree on, will enable both parties to feel good about what they are attempting to do. Looking at missed goals will be seen as an opportunity for both sides to learn and modify the programs to be more effective.

The third question of institutionalizing accountability is more a matter of attitude and training than policy.

With an aggressive "We want to be measured for our performance, objectively and regularly," attitude, the solutions start to become evident and oriented around the situation at hand which allows clients/agency partnership enhancement, flexibility and efficiency.

The training is internal and external. The staff must recognize the need to be accountable not only for the dollars on their time sheet, but for the programs and campaigns recommended. Being accountable with objective standards for performance is another way to enhance the professionalism and sense of fairness that is an important asset to every service organization.

Externally, clients can be educated to recognize the standards by which the agency or marketer operates. In a fairly short time, they will be suggesting solutions and ways to objectively measure the solution attainment.

In the creative area, measurements may be established for message clarity, awareness attainment, preference change among target audiences, and other groups of measurable criteria. In some area training and development of client-specific standards may need to be established for traditionally subjective areas such as creative "impact."
The important aspect of attitude in this area is seen from the client side as a willingness to be open and held accountable for what is still part of a business transaction.

The last issue of cost and who pays is an important issue. Evaluation can cost a great deal if expensive market surveys are employed, or relatively little once an investment is made (i.e., trained panels or the development of an internal tracking report). The answer lies in how much confidence in the results is expected and the actionability of the results.

The client cannot expect accountability and measurement of programs without dedicating resources to provide that measurement. And the agency, knowing the budget is fixed cannot avoid asking for those resources for fear the amount left for media or creative will be reduced. Client and agency must responsibly work together to dedicate resources and commit to effective evaluation and accountability programs, even at some short-term costs.

One of the most valuable assets and agency/marketer and client have in the development of a ling-term relationship with each other is trust and credibility. Sincerity is nice, but the initiation of an ongoing system for participative, objective, evaluation and accountability is one of the best tools imaginable to build those strengths.