AGENCY REPORT 1999: Sinclair Mason

While the overall mark is on the lower end of the scale, Sinclair Mason remains an agency which is loved by its clients - testimonials prove it is the people at Sinclair Mason which make the agency. In addition, the agency is seen to be responsive to its clients’ needs and has forged strong links with their target media.

While the overall mark is on the lower end of the scale, Sinclair

Mason remains an agency which is loved by its clients - testimonials

prove it is the people at Sinclair Mason which make the agency. In

addition, the agency is seen to be responsive to its clients’ needs and

has forged strong links with their target media.



However, the agency was let down on the credentials side, most notably

in quality and business performance, where fee income growth was

low.



Within the quality category, Sinclair Mason scored well for having

Investors in People accreditation, but then lost out on possible points

for use of reserach and planning methodologies, although the agency does

use media content analysis and media reach as in in-house measure.



On a positive note, Sinclair Mason has a company web site and on-line

database access, plus it scored highly in its commitment to staff, with

a generous percentage of fee income earmarked for training.



Clients are satisfied with the agency, which scored highly on quality

and quantity of media coverage, and the likelihood of reappointment is

high. The agency offers tough advice when necessary, but clients felt

that it could improve on research and planning.



Star Rating **



AGENCY CREDENTIALS

                           MARK   OUT OF

Business performance          6       12

Staff                         8       10

Infrastructure                5        5

Quality controls              4       10

Industry recognition          0        3

Total                        23       40


CLIENT ASSESSMENT

                           MARK   OUT OF

Pitch promises                7       10

Relationship with agency      7       10

Nuts and bolts                8       10

Evaluation                    7       10

Client satisfaction          16       20

Total                        45       60



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