{"id":9521,"date":"2023-03-01T16:11:08","date_gmt":"2023-03-01T15:11:08","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/?p=9521"},"modified":"2025-12-11T10:21:56","modified_gmt":"2025-12-11T09:21:56","slug":"samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-de\/our-insights\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\/","title":{"rendered":"Samsung\u2019s approach to using performance measurement to maintain creative excellence"},"content":{"rendered":"<p style=\"font-weight: 400;\"><em>The consumer electronics giant <a href=\"https:\/\/www.samsung.com\/uk\/\">Samsung<\/a> has been working with The Observatory for eight years to create a best-in-class performance measurement architecture for its agency roster. Consultant <a href=\"https:\/\/www.observatoryinternational.com\/en-de\/people\/antonia-tullock\/\">Antonia Tullock<\/a> outlines the key elements.<\/em><\/p>\n<p style=\"font-weight: 400;\">Measuring the performance of your agency roster is one of the pillars of better marketing. It\u2019s not always simple and the journey can take time to evolve. Samsung has been developing its approach for the last eight years.<\/p>\n<p style=\"font-weight: 400;\">We started working with Samsung on its performance measurement programme in 2015.\u00a0 Prior to this Samsung had undertaken with us a rationalisation of its agency roster, reducing the number and types of agencies and ensuring the very best capabilities were available to its teams. The agency performance measurement programme was the next logical step to ensure that the relationships with its agencies remained strong and everyone was aligned to deliver creative and marketing excellence.<\/p>\n<p style=\"font-weight: 400;\">Since then, we\u2019ve developed the key building blocks that enable it to ensure every one of its partners is performing and delivering on their key KPIs, both as individuals and as a collective team.<\/p>\n<h2>Best practice agency performance measurement framework<\/h2>\n<p style=\"font-weight: 400;\">Key elements of Samsung&#8217;s performance measurement architecture are:<\/p>\n<ul>\n<li>It\u2019s holistic and continuous \u2013 Samsung uses the Observatory International\u2019s Agency Performance Tracker tool (APT) to review around 20 of its highest spend agencies. The biannual reviews provide feedback and insight to keep the relationship on track. They also enable cross-roster agency comparisons as part of the roster management process.<\/li>\n<li>It\u2019s 360<sup>o<\/sup> \u2013\u00a0each review includes key stakeholders, in multiple grades and roles, from the agencies and Samsung teams. Almost 1,000 individual APT responses were received in 2022. Involving a cross section of people ensures all voices are heard and the representative number of stakeholders involved provides robust results and detailed feedback.<\/li>\n<li>It\u2019s consistent \u2013 measurement of key relationship criteria \u2013 Team, Strategy, Deliverables \/ Evaluation and Feedback and Operational matters \u2013 provides trend data and enables early identification of issues to facilitate rectification before bigger problems occur.<\/li>\n<li>It\u2019s benchmarked \u2013 this provides a reference for on-going improvement and cross-roster comparisons to help the Samsung teams identify where more support and focus needs to be in the agency relationships.<\/li>\n<li>It combines quantitative and qualitative analysis \u2013 \u2018heat-mapped\u2019 dashboards of results provide rapid identification of both best-practice and issues. Respondents are encouraged to provide verbatim comments, especially when their scores are particularly low to provide more context to the feedback and support earlier resolution of issues.<\/li>\n<\/ul>\n<h2>Action planning and reviews key to making agency performance measurement impactful<\/h2>\n<p style=\"font-weight: 400;\">What makes this system work is that each survey period also includes time invested in review meetings on a division and agency basis. Samsung ran almost 100 review meetings in 2022 to discuss survey scores and determine the recommended course of action to take. The action plans and meetings provide a forum to resolve issues, allocate responsibilities, and optimise performance. This builds strong communication, value, and credibility to the whole programme.<\/p>\n<p style=\"font-weight: 400;\">There is a clear framework for the management of the agency performance reviews, which is regularly communicated to all stakeholders. This underpins the credibility, fairness, and importance of the whole process.\u00a0 The involvement of The Observatory International also acts to ensure impartiality and independence for the process.<\/p>\n<p style=\"font-weight: 400;\">The critical ingredient is the value that Samsung places on the process. It invests time and resource to its agency performance measurement. It has a dedicated Agency Relationship Management team, which is supported by The Observatory International.<\/p>\n<p style=\"font-weight: 400;\">These are worthwhile investments because Samsung recognises the agency performance review process empowers it to continually strive for creative excellence. The pace of marketing delivery at Samsung is intense \u2013 it has a wide portfolio of products to service with a regularly programme of new product launches and updates. Therefore, having agency partners that know and understand its business and ways of working is vital to success.<\/p>\n<h2>Maintaining long-term agency relationships<\/h2>\n<p style=\"font-weight: 400;\">Whilst there have been some changes in the roster, to bring in new capabilities and expertise, the core roster has remained the same.\u00a0 The agency performance measurement programme has been key to that continuity \u2013 identifying problems early and then working hard to understand the issue and put in place actions to resolve it.<\/p>\n<p style=\"font-weight: 400;\">As a result, Samsung and its agencies have enjoyed longer-term working relationships.\u00a0 It\u2019s clear from the feedback in the performance reviews that the agencies enjoy working with Samsung \u2013 there is a strong partnership, and, as has been proven time and again, strong client-agency relationships deliver great work.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The consumer electronics giant Samsung has been working with The Observatory for eight years to create a best-in-class performance measurement architecture for its agency roster. Consultant Antonia Tullock outlines the key elements. Measuring the performance of your agency roster is one of the pillars of better marketing. It\u2019s not always simple and the journey can &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-de\/our-insights\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\/\">Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[102],"tags":[103,108],"class_list":["post-9521","post","type-post","status-publish","format-standard","hentry","category-blog-en-de","tag-agency-relationship-management-en-de","tag-performance-measurement-en-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Agency Performance Measurement Case Study - The Observatory International<\/title>\n<meta name=\"description\" content=\"Our work with Samsung to using agency performance measurement to drive creative excellence through best practice agency management\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.observatoryinternational.com\/en-de\/our-insights\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Agency Performance Measurement Case Study - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"Our work with Samsung to using agency performance measurement to drive creative excellence through best practice agency management\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.observatoryinternational.com\/en-de\/our-insights\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\/\" \/>\n<meta property=\"og:site_name\" content=\"The Observatory International\" \/>\n<meta property=\"article:published_time\" content=\"2023-03-01T15:11:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-11T09:21:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/07\/observatory.png.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"576\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Christine Downton\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@observatoryint\" \/>\n<meta name=\"twitter:site\" content=\"@observatoryint\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-de\\\/our-insights\\\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-de\\\/our-insights\\\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\\\/\"},\"author\":{\"name\":\"Christine Downton\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-de\\\/#\\\/schema\\\/person\\\/f0d2ffe1c42e38cae6347a35d208c6ad\"},\"headline\":\"Samsung\u2019s approach to using performance measurement to maintain creative excellence\",\"datePublished\":\"2023-03-01T15:11:08+00:00\",\"dateModified\":\"2025-12-11T09:21:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-de\\\/our-insights\\\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\\\/\"},\"wordCount\":749,\"publisher\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-de\\\/#organization\"},\"keywords\":[\"Agency Relationship Management\",\"Performance Measurement\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-DE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-de\\\/our-insights\\\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\\\/\",\"url\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-de\\\/our-insights\\\/samsungs-approach-to-using-performance-measurement-to-maintain-creative-excellence\\\/\",\"name\":\"Agency Performance Measurement Case Study - 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