AGENCY REPORT 1999: Brodeur A Plus

Brodeur A Plus turned in a solid, but unspectacular performance, with a few areas where it needs to pay particular attention. On the plus side Brodeur staff are very well qualified, with 50 per cent having a higher degree, and the agency spends more than average on training. As befits a hi-tech agency the technology infrastructure is very sound. And Brodeur scores well for industry recognition.

Brodeur A Plus turned in a solid, but unspectacular performance,

with a few areas where it needs to pay particular attention. On the plus

side Brodeur staff are very well qualified, with 50 per cent having a

higher degree, and the agency spends more than average on training. As

befits a hi-tech agency the technology infrastructure is very sound. And

Brodeur scores well for industry recognition.



With below average fee income growth of five per cent and below average

fee income per head it is not surprising the business performance mark

is on the low side. More serious is the poor quality mark, the result of

the agency not using an external evaluation system, although the

internal evaluation programme includes use of focus groups. On the

client side Brodeur was marked down slightly for not being proactive

enough. There were also some moans about staff changes and the time

spent on accounts by senior management, but clients all felt they had a

good dialogue with the agency.



Brodeur scored well for keeping promises and meeting deadlines in the

nuts and bolts section, but less well for research and writing

skills.



Encouragingly, the majority of clients questioned felt the agency’s

performance had improved and the likelihood of reappointing was

good.



Star Rating ***



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          4       12

Staff                         9       10

Infrastructure                5        5

Quality controls              4       10

Industry recognition          2        3

Total                        24       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                7       10

Relationship with agency      8       10

Nuts and bolts                8       10

Evaluation                    8       10

Client satisfaction          17       20

Total                        48       60



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