AGENCY REPORT 1999: Ketchum

Credentials-wise, Ketchum performed very well in two categories: infrastructure and quality. Ketchum benefits from the new technology a larger agency can have in place, such as video-conferencing and intranet.

Credentials-wise, Ketchum performed very well in two categories:

infrastructure and quality. Ketchum benefits from the new technology a

larger agency can have in place, such as video-conferencing and

intranet.



Plus, all client facing staff benefit from full access to new media

tools.



The agency takes its marketing seriously, with a dedicated marketing

manager, and recognition within the industry is high. Ketchum has pulled

out all the stops on evaluation. It uses external media evaluation

systems as well as a wide range of in-house methodologies.



Staff turnover is average, and a relatively small percentage of fee

income appears to have been allocated for training, but in the event,

the type of training and the areas covered are excellent.



Among clients, Ketchum also scored highly. They particularly appreciate

the agency’s free-flow of ideas, the ability to meet the brief and the

consistency of its account handlers. Interestingly, the agency scored

highly in oral and writing skills, two areas which have emerged as

weakness for many other agencies.



Ketchum was directly praised for its ability ’to understand the brief

and generate innovative challenging proposals’, and for its focus and

commitment.



Star Rating *****



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          9       12

Staff                         7       10

Infrastructure                5        5

Quality controls              9       10

Industry recognition          2        3

Total                        32       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                8       10

Relationship with agency      9       10

Nuts and bolts                8       10

Evaluation                    7       10

Client satisfaction          18       20

Total                        50       60



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