How should an agency evaluate a cause marketing campaign it had a hand in creating? Agencies have their own unique gloss on evaluating the success of a campaign. Agencies care about achieving higher creative standards. Agencies frequently care about things like whether a campaign helps them add another trophy to the case or brings the respect of peers and the trade press. And it goes without saying that agencies care about whether the work they do for the campaign meets internal benchmarks for profitability. But in my view what should matter most for agencies is the degree to which the creative they produced is aligned with the nonprofit’s goals and objectives. Agencies must evaluate the success of a cause marketing campaign based on whether it achieved the nonprofit’s… and the sponsor’s… definitions of success. Sometimes this means setting aside biases (both personal and institutional). In cause marketing campaigns, the job of the agency isn’t to be clever for the sake of be...
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