AGENCY REPORT 1999: ICAS PR

ICAS PR scored well across the board, especially in the infrastructure, client relationships and nuts and bolts sections. Below-average fee income per head did drag the business performance score down and fee income growth was also slightly below average, but still respectable at 10 per cent.

ICAS PR scored well across the board, especially in the

infrastructure, client relationships and nuts and bolts sections.

Below-average fee income per head did drag the business performance

score down and fee income growth was also slightly below average, but

still respectable at 10 per cent.



Well-qualified staff and a good training programme meant an impressive

staff score. Clients were also complimentary about staff, describing

them as professional, creative, co-operative and responsive. With its

Y2K strategy in place, a comprehensive variety of marketing strategies,

along with dedicated marketing staff, the agency gained top scores for

infrastructure.



Relationships with clients are clearly good, although ICAS was marked

down a little in the nuts and bolts section for its writing skills and

attention to detail. The evaluation section was another area where there

is some room for improvement, particularly evaluation of its own work

where the agency performed less well than most, and not all clients were

convinced of its influence with opinion holders.



But most encouragingly for the agency all clients questioned felt ICAS

had improved its performance, and the majority felt it offered very good

value for money.



Star Rating ****



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          5       12

Staff                         8       10

Infrastructure                5        5

Quality controls              8       10

Industry recognition          2        3

Total                        28       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                7       10

Relationship with agency      9       10

Nuts and bolts                9       10

Evaluation                    7       10

Client satisfaction          18       20

Total                        50       60



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