Agency remuneration & evaluation
How to correctly evaluate and compensate an agency?
Introduction
In this Master Class, we introduce a methodology for both the remuneration of agencies and the formal evaluation of the relationship with your agency.
For the remuneration part, we provide a clear overview of all remuneration models currently used in the market. We analyze each of these models and discuss their advantages and disadvantages. The focus is on selecting the right remuneration model to foster an effective collaboration.
For the evaluation part, we delve into the various dimensions that are important for assessing your relationship with your agency/agencies. The aim is to conduct an analysis and create a concrete action plan to further optimize the relationship and collaborate more efficiently and effectively.
For this, we present a concrete tool, COLLAB, which has become the Belgian standard for evaluations. We also provide insights into current Belgian evaluation benchmarks.
What will you learn?
- Creating a framework for the professional remuneration and evaluation of your agency/agencies
- Providing an unbiased overview of the different forms of remuneration with the pros and cons of each system
- Introducing a common terminology for the Belgian market regarding remuneration
- Offering insights into the key elements that should be included in an evaluation
- Providing an understanding of the COLLAB 180° evaluation tool, which has become the Belgian standard for evaluations
For whom?
Anyone who collaborates with one or more (communication) agencies and wants to optimize the relationship. CMO, Marketing Director, Communication Director, Procurement Manager.
Language
The training will be given in Dutch, and the slides will be in English.
Participants may respond in the language of their choice.
Speakers
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Martine Ballegeer
Partner at PitchpointPitchPoint specialises in agency selection and optimising brand-agency relationships. In 2008, Martine co-founded PitchPoint alongside Chris Van Roey, former CEO of UBA.
Since its inception, Martine has guided more than 200 companies, both large and small, in Belgium through their agency selection process, including recent collaborations with Lidl, Toyota, bpost, D’Ieteren, Moore, Xerius, Bancontact, among others. She is also an expert in defining the most suitable remuneration model for advertisers and visits two to three communication agencies in Belgium each week.
Before founding PitchPoint, Martine worked for over 20 years in communication and marketing, including roles at Apple and Mobistar. She is also the co-author of the book "Adverteerder zkt. reclamebureau".
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Mia Venken
Partner at PitchPointMia joined PitchPoint at the end of 2023. She is a strong advocate for strengthening long-term relationships between brands and agencies, believing that this not only drives better results but also enhances well-being within the industry. Over the past year, she has focused on evaluating and optimising brand-agency relationships. As a former COO of UBA, she continues her mission to support and improve the sector.
Mia began her career in the newspaper industry. After starting at the advertising sales division, she became Commercial Manager of De Standaard. From 2006 to 2011, she helped transform De Standaard into a multimedia news brand, encompassing the newspaper, De Standaard Magazine, DS online, and DS mobile. In 2009, she received a Gold Effie Award in recognition of the outstanding results achieved.
After De Standaard, Mia worked at UBA for 12 years. Within a few years, she successfully doubled UBA’s membership. From 2016 onwards, as COO and Board Member, she led the organisation’s digital transformation, playing a key role alongside CEO Chris Van Roey in turning UBA into a customer-centric membership organisation.
Register
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Prices
- UBA member | brand member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | media member: Free. The participation fee is included in your company's annual membership contribution.
- UBA member | expertise member: € 160 (excl. VAT)
- Standard: € 320 (excl. VAT)
This training is given online via Teams. Register to participate, and you will receive further instructions by email.