Agencies slated for lack of profit

A respected industry veteran has slammed agencies for failing to make enough profit.

Former Countrywide Porter Novelli UK CEO and global board director Neil Backwith hits out in a new book published by the PRCA.

The book, Managing Professional Communication Agencies: How To Double Your Profitability, is the asso­ciation's first venture into commercial publishing.

Backwith claims that agency directors are ‘professionally rather than commercially driven', adding: ‘They see their role as delivering excellent client service. Commercial success comes second.'

Backwith left Porter Novelli in 2004 after 22 years at the firm. He now works as a management consultant.

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