Portfolio scored very well in the agency credentials and client
assessment categories and apparently has few weak areas. Relationships
with clients merited maximum marks. Clients regarded the agency as very
approachable and responsive and the chemistry-factor was rated very
highly.
In the nuts and bolts section particularly good marks were awarded for
keeping promises and oral skills.
On the down side, clients felt the agency’s evaluation of its own work
was only adequate, and Portfolio scored a low mark for influence with
opinion formers. But overall client satisfaction was very high, and all
those questioned indicated they were highly likely to reappoint the
agency.
With fee income growth of 33 per cent and healthy pre-tax profits
Portfolio turned in an excellent business performance. Staff appear to
be among some of the best qualified in the industry, with many
possessing a higher degree, and training is thorough, although
investment in training could have been higher.
Infrastructure is sound and includes full multi-media capability, but
the agency’s marketing of itself could be more aggressive. Rigorous
external and in-house evaluation systems led to a good quality score,
and Portfolio is working towards the PRCA standard.
Star Rating *****
AGENCY CREDENTIALS
MARK OUT OF
Business performance 10 12
Staff 8 10
Infrastructure 3 5
Quality controls 9 10
Industry recognition 2 3
Total 32 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 8 10
Relationship with agency 10 10
Nuts and bolts 8 10
Evaluation 7 10
Client satisfaction 19 20
Total 52 60
