Retail

Reviewing and Benchmarking Remuneration to the Agency Partner according to Service Scope and Quality 根据服务范围和服务质量对客户的数字营销公司进行评估来确定合理报酬

客户是一家跨国制药集团,想要对其合作的数字营销公司在社交媒体上的营销效果进行评估,以确定合理的酬金方案。评估标准包括行业标准、专业人士意见以及营销伙伴在各项指标上的表现。

Background

The client, a global-leading pharmaceutical MNC, wanted to evaluate the work quality of their digital agency’s social media operations based on industry standards, and acquire a professional opinion on the pricing of the services in comparison to industry standards in order to make performance-based remuneration


Solutions

•    Reviewed and benchmarked the correct remuneration of the agency partner against the client brief, actual work scope, work quality, resource devoted, industry benchmarks, campaign and media buy

•    Conducted qualitative and quantitative research on the social media operation service of scope and service quality

•    Evaluated the content quality and performance of social media accounts, campaign and media resource compared with peer brands

•    Analyzed campaign quality and production cost breakdown on creative, interactive forms, KOL buy etc.


Methodology

•    Reviews from owners/founders of highly skilled medium-size to small agency vendors or social planners 

•    Price check with 12 KOLs (Key Opinion Leader) to validate campaign costs


Selected Findings




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