Agencies meet tighter Agency Report criteria

Almost half of the 30 consultancies who entered the 1999 PR Week Agency Report are celebrating after scooping the top five-star rating.

Almost half of the 30 consultancies who entered the 1999 PR Week

Agency Report are celebrating after scooping the top five-star

rating.



The report, which scores companies earning more than pounds 1 million in

fee income on the basis of their agency credentials and a survey of

their clients, yielded high marks all round this year.



The scoring system was tightened up this year to reflect growing

standards in the industry in the areas of staff development and

evaluation. The report showed that for many agencies evaluation still

relies on in-house media content and analysis and media reach, with

relatively low use of planning techniques or of external evaluation.



Clients rated relationships with their agency, in particular between

client and consultancy staff, as excellent. Client satisfaction overall

was high, with an average score of 17.6 points out of 20.



The highest scoring agency in the whole report was Cohn and Wolfe, which

bounced back from a two-star rating in the 1998 report to gain a

near-perfect score of 91 out of 100.



Leader, p8.



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