AGENCY REPORT 1999: Kaizo

Kaizo’s agency credentials were a mixed bag. High investment in staff training and attractive staff benefits led to a strong mark in the staff category for the agency. Full multi-media capability and, unusually, a marketing programme that includes advertising in trade and national press meant an excellent infrastructure score. An IPR Certificate helped the agency achieve a good industry recognition mark.

Kaizo’s agency credentials were a mixed bag. High investment in

staff training and attractive staff benefits led to a strong mark in the

staff category for the agency. Full multi-media capability and,

unusually, a marketing programme that includes advertising in trade and

national press meant an excellent infrastructure score. An IPR

Certificate helped the agency achieve a good industry recognition

mark.



In the quality category, Kaizo indicated no external evaluation systems,

although its internal evaluation methodologies include analysing share

price and use of focus groups. Its credentials score was let down by its

business performance score, with a reasonable 10 per cent growth in fee

income, but below par fee income per head. Unfortunately, Kaizo ended up

with a more modest client assessment mark this year. The evaluation

score was poor, and nuts and bolts scores were also relatively low, but

the agency did score well for offering tough advice. Relationships could

be improved, with some moans from clients about senior management not

spending enough time on accounts.



But most clients found Kaizo responsive to their needs, and there was

also praise for the agency’s flexibility and business understanding. No

clients felt performance had declined.



Star Rating **



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          4       12

Staff                         9       10

Infrastructure                5        5

Quality controls              6       10

Industry recognition          3        3

Total                        27       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                7       10

Relationship with agency      7       10

Nuts and bolts                7       10

Evaluation                    5       10

Client satisfaction          15       20

Total                        41       60



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.