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
section.
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
praised.
Star Rating ****
AGENCY CREDENTIALS
MARK OUT OF
Business performance 7 12
Staff 9 10
Infrastructure 4 5
Quality controls 8 10
Industry recognition 3 3
Total 31 40
CLIENT ASSESSMENT
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
