Aprais partners with Pakistan Advertisers Society to help members evaluate relationships

Client-agency relationship evaluation specialists Aprais have teamed up with the Pakistan Advertisers Society to give members a tool to measure and evaluate their relationships

The PAS Relationship Tracker, powered by Aprais, will allow members to find specific answers and actionable insights around issues that might affect productivity and team performance.

This is the first time the PAS, which represents the common interests of advertisers in Pakistan has launched a tool like this to its membership of marketing, advertising and media professionals.

Qamar Abbas, executive director of the PAS, said: 'Undoubtedly one of the most important foundations upon which great brands stand is the quality of client-agency relationships. It is axiomatic that exceptional results require exceptional collaborative partnerships.

'The tracker will help marketing teams and agency partners genuinely hear each other, acknowledge areas that are appreciated and identify areas of concern.'

Aprais' global database of more than 23k client-agency evaluations shows that regular evaluations boost creative performance by 16%, media planning by 21% and deliver up to 37% more value.

Abbas added: 'I strongly feel this is a very important tool that should be used by all the member companies and needs to be driven from the top. We need to encourage the spirit of equitable partnership, as only exceptional partnership will lead to exceptional work.'

Last year, Aprais partnered with the German Agency Association to offer an entry-level version of its Relationship Tracker tool to members.