AGENCY REPORT 1999: Nelson Bostock Communications

Areas of strength were counterpointed with some weaknesses for Nelson Bostock with the result that it scored only moderately overall. Clients described the agency as approachable and praised its understanding of their business. Relationship marks were correspondingly high.

Areas of strength were counterpointed with some weaknesses for

Nelson Bostock with the result that it scored only moderately overall.

Clients described the agency as approachable and praised its

understanding of their business. Relationship marks were correspondingly

high.



Evaluation is the area that appeared to cause clients most concern. Only

one felt the agency’s evaluation of its own work was impressive, another

described it as sketchy. As regards nuts and bolts, the agency is good

at keeping promises and meeting deadlines. In terms of meeting pitch

promises, clients felt the agency could be more proactive and the

quality of its ideas could be better. However, clients indicated they

would be highly likely to reappoint, with one stating: ’We can be frank

with them.’



Only the quality mark let Nelson Bostock down in the agency credentials

section. Despite the use of media content analysis and media reach

in-house, the agency lost out for not making use of reseach and planning

methodogies or external evaluation.



Relatively low investment in training meant marks dropped in the staff

category. But the agency has a sound infrastructure, including

multi-media capability, and business-wise the agency had a reasonable

year, with healthy pre-tax profits.



Star Rating ***



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          6       12

Staff                         7       10

Infrastructure                5        5

Quality controls              4       10

Industry recognition          1        3

Total                        23       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                7       10

Relationship with agency      9       10

Nuts and bolts                8       10

Evaluation                    6       10

Client satisfaction          18       20

Total                        48       60



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