Agencies are first and foremost ranked (and given a number) based on the aggregate volume of deals in $$$ on which they consulted. But why does that matter? Aside from the obvious chest thumping that it affords to those agencies ranked in the top two or three positions, unlike investment banks, PR firms traditionally do not receive a cut of the deal, nor are they compensated by the size of the transaction. No, our work is largely based on straight fees. And, the fees are simply based upon how much time the specific team needs to devote to that given deal.... The plain fact is that usually the size of a deal has no direct correlation to revenues earned.
Consider this criticism on our radar screen. Anyone else care to weigh in?