GuidesFor AgenciesEvaluating

Evaluating is where an agency decides whether a face on a shortlist is worth a bid. It sits between discovery and commitment: shortlisting is fast and generous, evaluating is deliberate and selective. A disciplined evaluation turns a gut reaction into a decision you can defend to your client.

This guide assumes you have already built a shortlist. If not, start with the Shortlists guide and come back once you have candidates to assess.

What you are evaluating

A model profile carries everything you need to judge fit. Read it as a whole rather than fixating on one number — the strongest signals come from how the parts line up.

• Model type — does the face fit the brief? The Faces guide explains which type each campaign tends to want.
• Measurements — height, proportions, and sizing against the client's requirements.
• Polaroids and digitals — how the face reads with no styling, hair, or retouching.
• Experience — past work and how much development the talent still needs.
• Availability — whether the model can actually take the bookings you have in mind.

A consistent process

Score every candidate the same way so comparisons are fair and your team stays aligned. A simple, repeatable pass works best:

• Check the profile against the brief before forming an opinion.
• Compare polaroids to portfolio shots to see the true, unstyled face.
• Confirm measurements and availability match the client's needs.
• Note one clear reason to advance — or to pass — for the record.

Working as a team

Evaluation is rarely a solo call. Bookers add a second eye and catch what a single reviewer misses, so share notes on each candidate as you go. The Bookers guide covers how to divide review work across your team.

Avoiding common mistakes

A few habits keep evaluations honest:

• Judge against the brief, not against your personal taste.
• Trust the polaroids over a heavily styled portfolio.
• Do not over-index on a single measurement or one striking photo.
• Decide in a reasonable window — strong talent does not wait.

From evaluation to a bid

Once a candidate clears your evaluation, move without hesitation. Place a bid or send an offer on the talent you want — the Bidding guide covers auction mechanics and closing the deal. Evaluation is the third stage of the agency loop; to see how it connects to everything else, read the Agency workflows guide.