Independent agency review for marketing leaders
An independent agency review examines the agreed objectives, working relationship and supporting account evidence. James gives you a reasoned view of what is working, what needs attention and what remains uncertain.
- Agreed commitment
- New creative tested every fortnight, as agreed in this fictional contract
- Observed evidence
- Two test rounds in the review period; plan not documented
- Open question
- Cannot yet establish whether the available tests support the next launch decision; verify test outcomes and work outside the sample
- Uncertainty
- Tests may sit outside the sampled account
- Agency response
- Included in full in the final report
- Action · owner
- Agree a test calendar · agency lead, by week 2
Make the decision explicit before commissioning the review.
This work is useful when you need to decide whether to renew, improve the relationship, investigate a concern or confirm what is already working.
- The reports and the business outcome are difficult to reconcile.
- A renewal or important launch needs a clearer evidence base.
- Responsibilities, delivery or the next improvement are disputed.
Choose the depth your question needs.
Start with the evidence available and the decision you need to make.
Give both sides a fair chance to explain the work.
Planned around four weeks after evidence readiness. Dates depend on the agreed response period and any new evidence, and are confirmed during scoping.
- 01 · ScopeAgree the question
The decision you need to make, the scope and the evidence needed.
- 02 · EvidenceEstablish readiness
Read-only access, commitments and working records are in place.
- 03 · ReviewExamine and test
Account evidence and records reviewed; alternative explanations considered.
- 04 · ResponseHear the agency
The agency responds before the report is final, and its response is included.
The answer may be confidence, improvement or an unresolved question.
A review does not need to find fault to be useful. If the evidence supports the existing approach, the report says so.
The evidence supports the current approach. You renew knowing why.
A prioritised plan with owners, evidence of completion and a check date.
Clear conditions with a deadline, or a question that stays open with what's needed to close it.
Make independence practical.
Never a share of spend or savings.
No agency commissions or referral fees.
We don't seek to take over an account we've reviewed for 12 months.
Paid media management is a separate offer. Independence and any potential conflict are checked before an engagement is accepted.
Keep agreed improvements visible.
Optional oversight follows the actions and evidence after the review: £2,500 a month for an initial three-month term, with any continuation agreed separately.
Discuss oversight →