Brodeur A Plus turned in a solid, but unspectacular performance,
with a few areas where it needs to pay particular attention. On the plus
side Brodeur staff are very well qualified, with 50 per cent having a
higher degree, and the agency spends more than average on training. As
befits a hi-tech agency the technology infrastructure is very sound. And
Brodeur scores well for industry recognition.
With below average fee income growth of five per cent and below average
fee income per head it is not surprising the business performance mark
is on the low side. More serious is the poor quality mark, the result of
the agency not using an external evaluation system, although the
internal evaluation programme includes use of focus groups. On the
client side Brodeur was marked down slightly for not being proactive
enough. There were also some moans about staff changes and the time
spent on accounts by senior management, but clients all felt they had a
good dialogue with the agency.
Brodeur scored well for keeping promises and meeting deadlines in the
nuts and bolts section, but less well for research and writing
skills.
Encouragingly, the majority of clients questioned felt the agency’s
performance had improved and the likelihood of reappointing was
good.
Star Rating ***
AGENCY CREDENTIALS
MARK OUT OF
Business performance 4 12
Staff 9 10
Infrastructure 5 5
Quality controls 4 10
Industry recognition 2 3
Total 24 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 7 10
Relationship with agency 8 10
Nuts and bolts 8 10
Evaluation 8 10
Client satisfaction 17 20
Total 48 60
