On the face of it Communique’s score is disappointing, but
nevertheless clients had a lot of encouraging things to say. In
particular there was praise for the agency’s understanding of clients’
business, and its planning system. But there were also some comments
about not enough time being spent by senior management on some accounts
and about the agency not being proactive enough.
Research and writing skills were identified as areas for improvement in
the nuts and bolts category. There was also some criticism of the
agency’s evaluation of its own work, and a relatively low mark for
influence with opinion formers. But overall none of the clients
questioned felt the agency’s performance had declined, and the
likelihood of the agency being reappointed remained good.
Business-wise, Communique had a tough year as fee income dropped 20 per
cent, and fee income per head was also below average. Pre-tax profits
were respectable, but could not boost a poor business performance
score.
The staffing mark is respectable, but it is noticeable that the agency
invests below the average in staff training. Several industry awards
over the last few years show that despite a few criticisms this is an
agency that can achieve very good results for clients.
Star Rating **
AGENCY CREDENTIALS
MARK OUT OF
Business performance 4 12
Staff 7 10
Infrastructure 5 5
Quality controls 6 10
Industry recognition 1 3
Total 23 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 7 10
Relationship with agency 8 10
Nuts and bolts 7 10
Evaluation 7 10
Client satisfaction 17 20
Total 46 60
