AGENCY REPORT 1999: The Grayling Group

Grayling achieved the distinction of the joint-second highest score for client assessment and the joint-top score for client satisfaction.

Grayling achieved the distinction of the joint-second highest score

for client assessment and the joint-top score for client

satisfaction.



The agency’s overall performance was rated excellently, with most

respondents believing Grayling offered very good value for money, and

all saying they would be likely to reappoint it. When it came to pitch

promises clients enthused about the agency’s quality of ideas, results,

service and meeting the original brief.



The relationship with the agency and its nuts and bolts were viewed just

as favourably. Client praise for the agency was positively glowing:

’They have been absolutely superb with everything and over-exceeded

their brief and my expectations,’ said one.



This excellent assessment was not matched as highly in the agency’s

credentials, however, even though Grayling showed a solid business

performance, excellent pre-tax profit margins and good fee income growth

and fee income per head.



Relatively high staff turnover and below average expenditure on training

brought down the score in the staff section, but the agency uses a good

spread of external and internal evaluation techniques, and has a full

planning function. It is also active in marketing itself.



Star Rating *****



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          8       12

Staff                         7       10

Infrastructure                4        5

Quality controls              7       10

Industry recognition          2        3

Total                        28       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                9       10

Relationship with agency      9       10

Nuts and bolts                9       10

Evaluation                    8       10

Client satisfaction          19       20

Total                        54       60



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