Author Archives: thedoctor

One Hundred and Thirty Years Ago …

Karl Benz first unveiled the Benz Patent-Motorwagen, German patent number 37435, widely regarded as the world’s first automobile as it was designed to be propelled by an internal combustion engine.

The Benz Patent-Motorwagen was a three-wheeled automobile with a rear-mounted engine that was constructed of steel tubing with woodwork panels, steel-spoked wheels, and solid rubber tires.

It was pretty primitive by today’s standards, but it was an important advancement as we wouldn’t have the delivery modes we have today without this historic invention.

LOLCats loved it … the swing just didn’t fulfill their need for speed.

The Tower of Spend (Repost)

This post originally ran nine years ago. But for many, the situation hasn’t changed. So we will lament their plight until they are granted the budget and platforms to enter the modern age.

Well my wits are gone and my hair is grey
I spend in categories where I used to save
And I’m crazy for help, but I’m here getting none
I’m just shuffling papers every day
Oh in the tower of spend

I said to Ignacio Lopez: how bad does it get
Ignacio Lopez hasn’t answered yet
But I hear him pacing all night long
A hundred floors above me
In the tower of spend

I was made for this, I could not sway
I felt that purchasing would show me the way
Out of corporate drudgery to the beyond
But they stuck me in the dungeon
In the tower of spend

So you can stick your little pins in that voodoo doll
Because it looks like I’m going to be nailed to the wall
There’s no light from the window when it should be strong
A total lack of visibility
In the tower of spend

Now you can say that I’ve grown bitter, but of this you can be sure
If I can not track my spend I’m going to end up poor
There’s a mighty judgement coming, and I sure hope I’m wrong
You see, I’m drowning in paperwork
In the tower of spend

I see you standing on the other side
I don’t know how the chasm got so wide
We were the same, way back when
And all the bridges are burning that I might have crossed
Still I feel so close to everything that I lost
Don’t want to lose it again

Now I bid you farewell, I don’t know when I’ll be back
They’re moving me tomorrow even further down the track
You won’t be hearing from me again, after I am gone
I’ll be drowning in the darkness
From a dungeon in the tower of spend

Yeah my wits are gone and my hair is grey
I spend in categories where I used to save
And I’m crazy for help, but I’m here getting none
I’m just shuffling papers every day
Oh in the tower of spend

Best Practices for Agency Evaluations for Strong Client-Agency Relationships


A good agency evaluation process helps marketers improve their return on
marketing investment through better relationship management, which translates into more high-quality work at a faster output and with improved quality results.
Richard Benyon, DecideWare
Surging Ahead, ANA Magazine, June 2016

But what is a good evaluation process?

Let’s start with what marketers do now. When evaluating an agency or a potential agency, marketers collect data and then apply that information to attempt to make better decisions in agency selection using a four-step process.

  1. Identify whether or not the agency has top talent.
  2. Optimize to ensure the talent is working in the most efficient and effective manner.
  3. Then, depending on the situation, fix problems or reward success.
  4. Work to improve their processes to enable the agency to do their best work.

This is a great process, but, as Richard says, before creating a new relationship or extending an existing one, it’s extremely important to have a clear purpose as to why an agency is being evaluated and what the evaluation should achieve. As Richard says, before beginning an evaluation, marketers need to understand:

  • how they will wunderstand agency strengths and areas for improvement,
  • how they will enable the agency to do its best work, and
  • how the evaluation program will be used as a component of incentive compensation.

A good relationship, like a good Procurement Value Engine, is effective (and uses agency strengths), efficient (and enables the agency to do its best work), and sustainable (and incentivizes the agency to continue to do its best work as time goes on).

In addition, it supports the strategic goals of the marketing department — which should be known before the evaluation process begins to make sure the organization knows which strengths and processes will best support the evaluation.

This means that it’s critical to ask the right questions in an evaluation — questions that will deliver actionable information relevant to the assessment at hand. Designing these questionaries is not easy. Not only do the needs of all departments interacting with the agency need to be met, but the questions needs to be focussed with respect to the strategic goals.

So how do you balance the needs with respect to the goals without overloading the agency with meaningless questions and useless work?

As Richard puts it, you need to be

  • lean,
  • impactful,
  • relevant,
  • consistent, and
  • reflective.

And, of course, get the timing right. What does this mean? And how do you do that? That’s the focus of Richard’s latest article by Richard Benyon on Surging Ahead. Check it out.