Grayling achieved the distinction of the joint-second highest score
for client assessment and the joint-top score for client
satisfaction.
The agency’s overall performance was rated excellently, with most
respondents believing Grayling offered very good value for money, and
all saying they would be likely to reappoint it. When it came to pitch
promises clients enthused about the agency’s quality of ideas, results,
service and meeting the original brief.
The relationship with the agency and its nuts and bolts were viewed just
as favourably. Client praise for the agency was positively glowing:
’They have been absolutely superb with everything and over-exceeded
their brief and my expectations,’ said one.
This excellent assessment was not matched as highly in the agency’s
credentials, however, even though Grayling showed a solid business
performance, excellent pre-tax profit margins and good fee income growth
and fee income per head.
Relatively high staff turnover and below average expenditure on training
brought down the score in the staff section, but the agency uses a good
spread of external and internal evaluation techniques, and has a full
planning function. It is also active in marketing itself.
Star Rating *****
AGENCY CREDENTIALS
MARK OUT OF
Business performance 8 12
Staff 7 10
Infrastructure 4 5
Quality controls 7 10
Industry recognition 2 3
Total 28 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 9 10
Relationship with agency 9 10
Nuts and bolts 9 10
Evaluation 8 10
Client satisfaction 19 20
Total 54 60
