Kaizo’s agency credentials were a mixed bag. High investment in
staff training and attractive staff benefits led to a strong mark in the
staff category for the agency. Full multi-media capability and,
unusually, a marketing programme that includes advertising in trade and
national press meant an excellent infrastructure score. An IPR
Certificate helped the agency achieve a good industry recognition
mark.
In the quality category, Kaizo indicated no external evaluation systems,
although its internal evaluation methodologies include analysing share
price and use of focus groups. Its credentials score was let down by its
business performance score, with a reasonable 10 per cent growth in fee
income, but below par fee income per head. Unfortunately, Kaizo ended up
with a more modest client assessment mark this year. The evaluation
score was poor, and nuts and bolts scores were also relatively low, but
the agency did score well for offering tough advice. Relationships could
be improved, with some moans from clients about senior management not
spending enough time on accounts.
But most clients found Kaizo responsive to their needs, and there was
also praise for the agency’s flexibility and business understanding. No
clients felt performance had declined.
Star Rating **
AGENCY CREDENTIALS
MARK OUT OF
Business performance 4 12
Staff 9 10
Infrastructure 5 5
Quality controls 6 10
Industry recognition 3 3
Total 27 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 7 10
Relationship with agency 7 10
Nuts and bolts 7 10
Evaluation 5 10
Client satisfaction 15 20
Total 41 60
