Free agency comparison tool

Compare marketing agencies with one weighted scorecard

Score three agencies against the same six criteria, record the evidence behind each rating and use the result to structure a better selection discussion.

Marketing Portugal agency evaluation scorecard — Interactive marketing agency evaluation scorecard

Interactive scorecard

Compare like with like before discussing preference

Ask every agency for evidence against the same brief. Score separately first; discuss differences only after each decision-maker has recorded a view.

Your entries stay in this browser tab. Nothing is submitted or stored.

Weighted total
Agency candidate	Problem understanding20% · Diagnosis, hypotheses and quality of questions	Relevant capability20% · Named people, availability and comparable work	Working method20% · Planning, approvals, reporting and escalation	Evidence quality15% · Context, contribution, timing and limitations	Commercial fit15% · Scope, fee logic, exclusions and change control	Team fit10% · Clarity, constructive challenge and collaboration	Weighted total
Agency candidate 1	Agency candidate 1 — Problem understanding — Score	Agency candidate 1 — Relevant capability — Score	Agency candidate 1 — Working method — Score	Agency candidate 1 — Evidence quality — Score	Agency candidate 1 — Commercial fit — Score	Agency candidate 1 — Team fit — Score	0/100
Agency candidate 2	Agency candidate 2 — Problem understanding — Score	Agency candidate 2 — Relevant capability — Score	Agency candidate 2 — Working method — Score	Agency candidate 2 — Evidence quality — Score	Agency candidate 2 — Commercial fit — Score	Agency candidate 2 — Team fit — Score	0/100
Agency candidate 3	Agency candidate 3 — Problem understanding — Score	Agency candidate 3 — Relevant capability — Score	Agency candidate 3 — Working method — Score	Agency candidate 3 — Evidence quality — Score	Agency candidate 3 — Commercial fit — Score	Agency candidate 3 — Team fit — Score	0/100

Download the editable agency scorecard (.csv) ↓Read the complete agency-selection guide ↗

Four-step method

A score supports judgement; it does not replace it

01
Write the brief
Define the business problem, scope, decision owner, timing and investment range before inviting agencies.
02
Request comparable evidence
Ask who will deliver the work, how the method operates and what relevant examples can prove.
03
Score independently
Give each criterion a 1–5 rating and write the evidence or assumption behind the number.
04
Discuss risks before totals
Review major disagreements, exclusions and delivery risks before treating the weighted total as useful.

Evidence to keep

Document the reasons behind every score

Named delivery team

Names, responsibilities, availability and the role of senior specialists after the pitch.

Comparable work

Starting point, agency contribution, timing, result and the external factors that affected it.

Commercial boundaries

Fees, third-party costs, exclusions, change control, ownership and exit conditions.

Agency scorecard questions

Use the total carefully

What is a good agency score?

There is no universal pass mark. The useful signal is whether an agency meets the non-negotiable criteria and whether the evidence justifies the relative score.

Should price receive the highest weight?

Usually not. Commercial fit matters, but a low fee cannot compensate for the wrong capability, weak evidence or an unsuitable delivery method.

Can the highest total make the decision automatically?

No. Review major risks, conflicts of interest, contract terms and the consequences of a weak score in any essential criterion before deciding.

Write the brief

Request comparable evidence

Score independently

Discuss risks before totals