AGENCY REPORT 1999: Portfolio Communications

Portfolio scored very well in the agency credentials and client assessment categories and apparently has few weak areas. Relationships with clients merited maximum marks. Clients regarded the agency as very approachable and responsive and the chemistry-factor was rated very highly.

Portfolio scored very well in the agency credentials and client

assessment categories and apparently has few weak areas. Relationships

with clients merited maximum marks. Clients regarded the agency as very

approachable and responsive and the chemistry-factor was rated very

highly.



In the nuts and bolts section particularly good marks were awarded for

keeping promises and oral skills.



On the down side, clients felt the agency’s evaluation of its own work

was only adequate, and Portfolio scored a low mark for influence with

opinion formers. But overall client satisfaction was very high, and all

those questioned indicated they were highly likely to reappoint the

agency.



With fee income growth of 33 per cent and healthy pre-tax profits

Portfolio turned in an excellent business performance. Staff appear to

be among some of the best qualified in the industry, with many

possessing a higher degree, and training is thorough, although

investment in training could have been higher.



Infrastructure is sound and includes full multi-media capability, but

the agency’s marketing of itself could be more aggressive. Rigorous

external and in-house evaluation systems led to a good quality score,

and Portfolio is working towards the PRCA standard.



Star Rating *****



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance         10       12

Staff                         8       10

Infrastructure                3        5

Quality controls              9       10

Industry recognition          2        3

Total                        32       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                8       10

Relationship with agency     10       10

Nuts and bolts                8       10

Evaluation                    7       10

Client satisfaction          19       20

Total                        52       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.