AGENCY REPORT 1999: Key Communications

Key Communications turned in a solid performance across both the agency and client categories.

Key Communications turned in a solid performance across both the

agency and client categories.

Staff turnover was low and the agency clearly sets great store by staff

training and development. Staff benefits were good, and appraisals take

place frequently.

The agency’s infrastructure is very good, and while it has not engaged a

dedicated marketing manager, Key does use a wide range of strategies to

market itself. It has racked up its fair share of awards, which also

helped return a perfect score within the industry recognition


Clients value the relationship they have with Key and the agency was

noted for the amount of senior input offered. It scored less well on

quality of ideas and meeting pitch promises, but better in meeting

deadlines, writing skills and research. Key scored well in the planning

and targeting of audiences, but not as highly on its influence with

opinion formers and quantity of media coverage.

Clients stressed the close relations they enjoy with the agency. ’They

are straightforward people, easy to deal with,’ said one, while another

commented, ’they have a down to earth approach, not ’airy fairy’ like

some agencies’. Key’s ability to write about complex areas was also


Star Rating ****


                           MARK   OUT OF

Business performance          7       12

Staff                         9       10

Infrastructure                4        5

Quality controls              8       10

Industry recognition          3        3

Total                        31       40


                           MARK   OUT OF

Pitch promises                6       10

Relationship with agency      8       10

Nuts and bolts                8       10

Evaluation                    7       10

Client satisfaction          17       20

Total                        46       60

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