Areas of strength were counterpointed with some weaknesses for
Nelson Bostock with the result that it scored only moderately overall.
Clients described the agency as approachable and praised its
understanding of their business. Relationship marks were correspondingly
high.
Evaluation is the area that appeared to cause clients most concern. Only
one felt the agency’s evaluation of its own work was impressive, another
described it as sketchy. As regards nuts and bolts, the agency is good
at keeping promises and meeting deadlines. In terms of meeting pitch
promises, clients felt the agency could be more proactive and the
quality of its ideas could be better. However, clients indicated they
would be highly likely to reappoint, with one stating: ’We can be frank
with them.’
Only the quality mark let Nelson Bostock down in the agency credentials
section. Despite the use of media content analysis and media reach
in-house, the agency lost out for not making use of reseach and planning
methodogies or external evaluation.
Relatively low investment in training meant marks dropped in the staff
category. But the agency has a sound infrastructure, including
multi-media capability, and business-wise the agency had a reasonable
year, with healthy pre-tax profits.
Star Rating ***
AGENCY CREDENTIALS
MARK OUT OF
Business performance 6 12
Staff 7 10
Infrastructure 5 5
Quality controls 4 10
Industry recognition 1 3
Total 23 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 7 10
Relationship with agency 9 10
Nuts and bolts 8 10
Evaluation 6 10
Client satisfaction 18 20
Total 48 60
