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Tool · relationship evaluation

How healthy is your partnership really?

COLLAB is our evaluation tool for the relationship between a brand and its agency. Both sides answer the same thirty questions, and the outcome sits next to everything we have measured since 2019. You see what works, what grates, and where the two sides disagree.

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In short

What COLLAB is

COLLAB is a structured evaluation of the partnership between an advertiser and its agency. The people who work together answer thirty questions, split over three axes of ten: what the agency delivers in substance, how the process runs, and the attitude both sides bring to the work. There are questionnaires for creative, media and tech agencies.

The difference with a satisfaction survey is that both sides answer. The brand rates the agency, the agency rates the brand, and each can rate itself. That is where the lesson lies: nine times out of nine that an agency was rated both by itself and by its client, it scored itself higher, by 1.4 points out of ten on average.

A score only means something next to other scores. COLLAB puts every measurement next to a benchmark of 321 measurements since December 2019, from 169 projects and almost 2000 completed surveys (as of 2026). Across those measurements, the substance axis scores lowest and attitude highest. The weakest question is about data: whether the agency uses figures to set direction.

After the fieldwork, the report follows within five working days: the scores per axis and per question, the gap between both sides, the position against the benchmark, and what participants wrote in their own words.

What COLLAB measures

Three axes, from both sides.

Substance

Does the agency deliver something that matters to your business: insight, ideas, grasp of your objectives, value for money.

Process

How the work runs: availability, timing, course correction and follow-up.

Attitude

Trust, enthusiasm and open discussion: whether both sides want the best work for each other.

The gap

Where brand and agency rate the same partnership differently. That is usually where the cause is.

How it works

From questionnaire to improvement plan.

One partnership or your entire roster, once or on a fixed rhythm. You only pay for the work.

1

Intake

We choose the partnership, the questionnaire and who answers on both sides.

2

Fieldwork

Every participant gets a personal link and fills in the questionnaire online. We follow up on the response.

3

Report

Within five working days of the fieldwork: scores, gap, benchmark and comments, in one report.

4

Session

We discuss the outcome with both sides together and agree on concrete improvements.

What you walk away with

An honest picture, from both sides.

Not a feeling about how it is going, but a measured picture both parties recognise.

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  • A score per axis and per question for both sides
  • The gap between brand and agency question by question
  • A position against the benchmark of more than 300 measurements
  • A joint session with agreed improvements
Good to know

Questions we often get.

Is this only for partnerships that struggle?

No. Most of the value is in measuring partnerships that run well, regularly: you catch drift while it is still small.

Does the agency take part?

Yes, that is the point. An evaluation in which only the brand answers measures the brand's expectations.

Can you track the evolution?

Yes. A repeat measurement asks the same questions, so you see how a partnership moves. Some partnerships we have measured five times or more.

How does this relate to remuneration?

That is COMPARE. Together they make up our Agency evaluation & remuneration service: how the partnership runs, and what it costs.

Get in touch

Let's talk.

Call us, send an email, or fill in the form. We typically respond within a day.