AGENCY REPORT 1999: Communique

On the face of it Communique’s score is disappointing, but nevertheless clients had a lot of encouraging things to say. In particular there was praise for the agency’s understanding of clients’ business, and its planning system. But there were also some comments about not enough time being spent by senior management on some accounts and about the agency not being proactive enough.

On the face of it Communique’s score is disappointing, but

nevertheless clients had a lot of encouraging things to say. In

particular there was praise for the agency’s understanding of clients’

business, and its planning system. But there were also some comments

about not enough time being spent by senior management on some accounts

and about the agency not being proactive enough.



Research and writing skills were identified as areas for improvement in

the nuts and bolts category. There was also some criticism of the

agency’s evaluation of its own work, and a relatively low mark for

influence with opinion formers. But overall none of the clients

questioned felt the agency’s performance had declined, and the

likelihood of the agency being reappointed remained good.



Business-wise, Communique had a tough year as fee income dropped 20 per

cent, and fee income per head was also below average. Pre-tax profits

were respectable, but could not boost a poor business performance

score.



The staffing mark is respectable, but it is noticeable that the agency

invests below the average in staff training. Several industry awards

over the last few years show that despite a few criticisms this is an

agency that can achieve very good results for clients.



Star Rating **



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          4       12

Staff                         7       10

Infrastructure                5        5

Quality controls              6       10

Industry recognition          1        3

Total                        23       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                7       10

Relationship with agency      8       10

Nuts and bolts                7       10

Evaluation                    7       10

Client satisfaction          17       20

Total                        46       60



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