2006 Agency Excellence Survey: GolinHarris

CEO: Fred Cook

CEO: Fred Cook

Number of clients rating: 71

Sector specialties most used: Corporate, financial, healthcare

Top-scoring attributes against average: Consistently delivers your company's message to all target audiences; collaborates well with in-house contacts and other agency partners; anticipates problems and issues that could put your company at risk

Bottom-scoring attributes against average: Has low staff turnover rates; provides tools and advice that help support your company's senior management; helps you understand and develop new-media programs

Overall satisfaction: 94

Golin scored points for its ability and willingness to collaborate with in-house contacts and other agency partners. It ranked above average in consistency of message delivery across target audiences, anticipation of potential client problems, and creativity.

"Collaboration and creativity will always be central to what we do," says Golin CEO Fred Cook.

An attribute in which the firm lagged in this year's survey, providing tools and advice that support a client's senior management, is being addressed with an ambitious project, "The Next 50 Years." It will look at the trends impacting circa-2006 communications and reformulate its business in response to them.

 

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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