Acing the Agency Audit, the Canvas Worldwide Way

Canvas was recently named the Top Agency Performer for its McDonald39s coop clients reaching perfect scores for its TV Spend and GRP Delivery categories And of course other big wins like bringing in an extra 30 value for Radio helped push the agency to a peak positionCanvas like other agencies has a standard protocol for preparing for an audit Stafford explained The agency calculates the post buy and sends the data to the audit company which then returns a preview of the analysis so the agency can respond with any additional commentary to the findings quotAt the end of the day our audit score is a number on our report card for how well we performedquot he noted quotHowever it is just one part of that and to me it39s actually come to be about pride and being able to show in numbers versus the competition how well we have donequotUltimately audit success is based upon trust quotWe are lucky enough to have support from all of those partners in the good times and a willingness to take chances in the challenging times The trust our clients have in our work both on the strategy and investment teams is something we are fortunate to have I think it comes off in our work and the results we have seen over the last few years with great media audit resultsquot Stafford saidPrepping for the FutureThe key to preparing for future audits is to start early quotEven as we are finalizing our plans for 2022 now our strategy teams are talking to our investment teams to make sure we have the right daypart mixesquot Stafford said There39s also a discussion about changes in the market over the last weeks months or year quotWe are looking to ensure we have the right overall strategy and that it aligns with our clients39 goals and objectives for the coming yearquotBuilding relationships both internally and externally allows an agency to become more strategic in an extremely fluid and transformative media ecosystem That involves quotthe flexibility and willingness to challenge the status quo in each region each market and with each clientquot Stafford notedWhat Does an Audit EntailThe frequency of an audit can vary by agency and by client quotWith some of our clients we actually get audited quarterlyquot Stafford said quotThey send the goals that were input by strategy and the exact times for the spots that ran for each of the audited markets to the audit company Then the audit company uses that data along with Kantar data to evaluate the buys vs a panel of other similar clients vs ourselves in previous quarters and vs the averagesquotPreparing the agency technologically helped save the day for Canvas during COVID19 quotWe had a very opportunistic transition just weeks before the pandemic that allowed us to go into Monday March 16 2020 our first day with offices closed with limited interruption in our communicationquot he said That helped solve for what would otherwise have been a hectic and errorprone pandemic adjustmentIn unusual times such as during the pandemic there were other considerations involving the audit including different parameters for client success quotWhile the overall audit process did not change there were some glaring changes in the media marketplace But communication with our clients really allowed us to make the changes that continued to focus on the client39s business objectivesquot Stafford saidClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Acing the Agency Audit, the Canvas Worldwide Way

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Charlene Weisler

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