Chrome Consulting, the company formed by ex-Rowland managing
director Rob Metcalfe, has launched an independent campaign evaluation
ChromeReview is a consultancy service designed to provide clients and
agencies with an ongoing and independent evaluation of the PR service,
and elements of the client/agency relationship.
The consultancy undertakes an audit, including face-to-face interviews
with both agencies and clients. The audit discovers not only the
agency’s response to a brief and implementation, but also the quality of
information provided by the client.
ChromeReview is initially being marketed to client companies but
Metcalfe believes that it will also prove attractive to agencies.
He also said that would help demonstrate the value of PR. ’Agencies are
getting more professional, but they lack a way of proving that to
And clients often lack a way of justifying agency appointments within
the organisation - we are helping to explain the value PR is bringing,’
According to Metcalfe the system is compatible with the research and
evaluation toolkit developed by the IPR and PRCA as part of the Proof