what’s the real cost of not evaluating your agencies?

Without structured performance reviews, issues surface late, value quietly leaks away, and relationships drift towards a pitch. See how much value structured agency evaluation could protect.

Your largest or most strategic relationships, which get an in-depth, two-way review. Your wider roster is tracked as standard.

2

Fees and retainers, excluding working media.

£

Annual fees with all your other agencies. Put 0 if those are your only ones.

£
What kind of agencies are they?

Average relationship length varies by agency type.2

Where do these agencies deliver for you?

Bigger footprints mean bigger, longer pitches and transitions.

How do you review agency performance today?

Be honest. The less structured it is today, the more there is to gain.

How often should your key agencies get an in-depth review?

Your whole roster is tracked every quarter as standard.

Would you share the cost of in-depth reviews with your agencies?

Most of our clients do, as both sides benefit.

Over how long?

Value at risk each year

£0

Carry on as you are£0
With Proctimise Agency Evaluation£0
Potential saving opportunity
–
Potential saving
–
Annual chance of a pitch
–
See the working
Per yearAs you areWith Agency Evaluation

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how we worked this out

The estimate compares two costs over the period you choose.

Carrying on as you are includes value lost to under-performance, which we put at between 1.5% and 6% of agency fees depending on how you review agencies today. Most marketers surveyed by the ANA put the loss at up to 30%, so we’ve stayed well below that.4 It also includes the expected cost of a pitch: the chance of one each year, based on average agency tenure,2 multiplied by the client’s cost of running it (around £300k)1 plus the transition, typically around 20% more resource for three to six months while a new agency beds in.3

Where your agencies deliver changes the size of a pitch. We scale the pitch cost down for a single market and up for a global one, where more markets, stakeholders and agencies are involved, and use the short or long end of the three-to-six-month transition range accordingly.

With Proctimise Agency Evaluation, our experience is that the less structured your reviews are today, the more there is to gain. Between a quarter and 60% of the lost value with your key agencies is recovered, and around half that across the rest of your roster, where tracking is lighter-touch. That comes through earlier, evidence-based conversations. Pitches also become 15–35% less likely. Half of marketers say incumbent performance triggered their last review,1 and structured evaluation resolves many of those issues before they get that far. Reviewing key agencies once a year rather than twice gives a slightly smaller benefit. The saving is shown before programme fees, which we tailor to each client.

Sources
  1. ANA and 4A’s, The Cost of the Pitch (2023).
  2. ANA and 4As, Client-Agency AOR Relationship Tenure (2025). Integrated agencies average 7.3 years, media agencies 3.7 years; “a mix of both” uses the midpoint. Annual pitch likelihood is estimated as one divided by average tenure, adjusted for how you review performance today.
  3. TrinityP3, How do you manage a successful transition to a new agency?
  4. ANA, survey on client/agency relationship management (2021). See also ANA and 4A’s, The Business Case for Relationship Management (2020).

This calculator gives an indicative estimate, not a forecast or a quote. Most published benchmarks are from US research, and the link between evaluation and fewer pitches is an association rather than proven cause. Savings are shown before programme fees. © Proctimise Limited