ICAS PR scored well across the board, especially in the
infrastructure, client relationships and nuts and bolts sections.
Below-average fee income per head did drag the business performance
score down and fee income growth was also slightly below average, but
still respectable at 10 per cent.
Well-qualified staff and a good training programme meant an impressive
staff score. Clients were also complimentary about staff, describing
them as professional, creative, co-operative and responsive. With its
Y2K strategy in place, a comprehensive variety of marketing strategies,
along with dedicated marketing staff, the agency gained top scores for
infrastructure.
Relationships with clients are clearly good, although ICAS was marked
down a little in the nuts and bolts section for its writing skills and
attention to detail. The evaluation section was another area where there
is some room for improvement, particularly evaluation of its own work
where the agency performed less well than most, and not all clients were
convinced of its influence with opinion holders.
But most encouragingly for the agency all clients questioned felt ICAS
had improved its performance, and the majority felt it offered very good
value for money.
Star Rating ****
AGENCY CREDENTIALS
MARK OUT OF
Business performance 5 12
Staff 8 10
Infrastructure 5 5
Quality controls 8 10
Industry recognition 2 3
Total 28 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 7 10
Relationship with agency 9 10
Nuts and bolts 9 10
Evaluation 7 10
Client satisfaction 18 20
Total 50 60
