What an Agency Review Consultant Does - and Why Smart Brands Use Them

Hiring or reviewing a marketing agency shouldn’t feel like a gamble - but too often, it does.

Brands rush the process, fall for great chemistry over clear strategy, or skip the hard work of defining success.

The result? Misalignment, wasted budget, and frustration on both sides.

That’s where an agency review consultant comes in - an independent partner who ensures the process is structured, transparent, and built to last. Someone who can hook you the right agency.

Why Agency Relationships Go Wrong

According to the IPA, around 70% of failed client–agency relationships stem from poor briefing and unclear objectives.

Not bad work - bad set-up.

Here’s what typically goes wrong:

• Briefs are vague. They describe deliverables, not outcomes.

• Selection is biased. Personal connections outweigh process.

• KPIs are fuzzy. Agencies are measured on activity, not impact.

• Oversight is missing. Once the contract’s signed, direction drifts.

A review consultant exists to prevent exactly that.

What an Agency Review Consultant Actually Does

Think of them as a neutral guide between brand and agency - making sure everyone’s aligned, informed, and accountable.

Here’s how it works:

1. Strategic Briefing

We start with the basics: What are you trying to achieve? Who are you trying to reach? What success looks like in commercial terms?

A good consultant helps translate business goals into a clear, measurable marketing brief.

2. Pitch Management

From writing the RFP to running the pitch process, everything is handled fairly and efficiently.

No endless meetings or wasted time - just focused evaluation based on fit, capability, and chemistry.

3. Scorecarding & Selection

Each agency is scored objectively across agreed criteria (strategy, creativity, ROI potential, cultural fit).

This avoids subjective decision-making and ensures the chosen agency can actually deliver.

4. Onboarding & Oversight

Once the appointment is made, the consultant stays involved - ensuring KPIs, communication, and governance are set up for success.

The Commercial Case for an Independent Review

Bringing in a third party might seem like an extra cost - but it often saves money and time in the long run.

A good consultant will:

• Reduce the risk of a poor hire

• Accelerate time-to-impact

• Improve agency performance and accountability

• Ensure better ROI from your marketing investment

Why Smart Brands Use Them

Leading brands don’t wait for relationships to break. They review proactively - every 18–24 months - to check alignment and performance.

It’s a simple discipline that keeps agencies sharp, teams focused, and marketing investment working harder.

If you’re planning to hire or review an agency, get expert support to do it right.

At Tight Lines, I help brands build stronger partnerships - from briefing to onboarding - so agencies can deliver their best work and you can focus on growth.