2006 Agency Excellence Survey: GCI Group

CEO: Jeff Hunt

CEO: Jeff Hunt

Number of clients rating: 83

Sector specialties most used: Corporate, consumer, healthcare

Top-scoring attributes against average: Provides actionable research to inform campaign strategy and execution; deve-lops creative programs that help meet company objectives; has low staff turnover rates

Bottom-scoring attributes against average: Anticipates problems and issues that could put a company at risk; understands your business; offers truly outstanding client service

Overall satisfaction: 112

GCI Group scored the highest in the overall satisfaction question. But CEO and president Jeff Hunt deflects credit to the company's leadership and its people, as well as those in the business whose work has contributed to PR's heightened standing among C-level executives.

GCI also garnered more than its share of mentions in consideration for product promotion, crisis situation, and for a financial/IR project. The latter result is edifying, as Hunt admits that GCI's corporate practice has only recently started to build momentum.

Hunt was pleased by the survey's findings that GCI works well with client partners and delivers messages consistently.

"We try not to operate in the stratosphere of [flashy] ideas," he says. "Clients respond to our pragmatism."

 

Interviews for the Agency Excellence Survey were conducted via computer-assisted Web interviewing [CAWI] methodology. Respondents were recruited from several sources, including, but not limited to, the ERI Panel, PRWeek Contact list, and PRWeek's subscriber list. (Databases were supplied to Millward Brown for the sole purpose of conducting the research.)

The ERI Panel has more than 1 million business pros across the US and Canada, and is made up of opinion leaders, decision-makers, and purchase influencers for companies and organizations. Qualified members are invited to complete an in-depth business-relevant profiling survey that indicates their work roles, responsibilities, job-related interests, and more.

All respondents were PR clients involved in agency selection and management. A total of 600 people were interviewed between April 18 and June 27, 2006.

Modeling of results: Agencies were ranked on two dimensions, high importance and differentiating, which were derived from the stated vs. derived importance analysis. Statements that were high in both stated and derived importance are seen as high importance, while those that are high in derived importance, but lower in stated importance are considered differentiating.

Each agency's attribute scores were weighted according to the proportion of current clients in their dataset to ensure a comparable impact of current clients for each firm. The structure of the model was designed by Millward Brown, with analysis done by a Millward Brown analyst.

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