Better evaluation, better work. Give your teams the skills & tools to deliver smarter wash-ups, sharper insights, and stronger results
Every marketer knows the value of hindsight, but the best teams turn hindsight into foresight. Despite 75% of marketers* agreeing that post-campaign evaluation improves performance, fewer than half* regularly conduct wash-ups.
Why? Lack of time, unclear objectives, or the belief it’s not worth the effort. Yet brands that consistently evaluate their work and processes are 20% more likely* to exceed their business goals. The evidence is clear: skipping evaluation isn’t just a missed opportunity — it’s clear there’s a gap and an opportunity to do better.
Evaluation isn’t just about what was delivered - it’s about understanding how it was delivered. Outcomes matter, but so do the processes that lead to them. A clear-eyed view of the how helps teams replicate success, avoid pitfalls, and learn faster. Without this focus, teams risk going round in circles — research shows that teams who skip wash-ups are up to three times* more likely to repeat the same mistakes.
Better Evaluation tackles these barriers head-on. This essential module in AAR’s Better Work programme equips your teams with the mindset and methods to master the M.E.R. model—Measurement, Evaluation, Recommendation. Because you can’t recommend what you haven’t evaluated, and you can’t evaluate what you haven’t measured.
This isn’t a “nice to have.” It’s an essential skill for any marketer looking to deliver commercial value — whatever the category or discipline. Better Evaluation empowers marketers to connect the dots between what worked, how it happened, and what they should do next to achieve even greater results. Equipping your teams to evaluate with clarity, learn with intent, and deliver with confidence.
We work with B2B & B2C clients, both in the UK & globally
We work virtual-first & in real life, depending on location
We work with all types of campaigns, channels & disciplines
We consistently achieve over 90% attendee satisfaction
Without effective evaluation, even the most successful plans risk falling short of their potential —or repeating the same mistakes. By attending this course, your team will gain the ability to:
Discover how to use past performance to shape future success with practical, time-efficient wash-up techniques.
Equip your teams with the tools to assess what worked, what didn’t, and how to improve — all in a blame-free environment.
Explore agile-inspired formats for 15, 30, and 60-minute sessions, designed to keep meetings productive and concise.
Learn how to evaluate the what and the how - identifying successes, improving processes, and sharing learnings.
Ensure every project or campaign leaves your team smarter, faster, and poised to achieve even results next time.
Create forward-focused, collaborative meetings that people value — and want to be part of.
All AAR trainers have client backgrounds ensuring they have real understanding and experience of the ask, task and challenges your teams face, combined with AAR’s in-depth knowledge of the industry we all serve.
Only training that is memorable will stick – we have developed materials and a unique training style that works across all categories, all types of agencies and a range of disciplines, whether creative or media, and B2B or B2C.
Training is only effective if it drives real change; our combined package of group training AND follow up wash up session are a real game changer in delivering genuine behavioural change and commercial success.
The session was great. Fast-paced, interactive, engaging. It made me reflect on how I look at evaluation and the role of wash ups. I feel so empowered now with the array of options I have to use. I know what I need to do to get better and do better in an open and constructive way. So useful for internal wash ups as well as when working with our agencies. Thanks for a great session.
Senior Marketing Manager, Retail
Ready to take the next step and equip your teams with the skills and knowledge to evaluate effectively, considering not just WHAT but HOW. Let’s chat about how AAR can help.
Better Evaluation is part of the Better Work: Core Marketing skills programme delivered by AAR which includes Better Briefing, Better Critique, Better Evaluation and Better Agency Management.
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