Profile put in a good all round showing to gain a four-star
rating.
In particular, it gained excellent marks for its business performance,
with very healthy fee income growth, high fee income per head and a
strong business strategy. The agency has no internal self-marketing
function, but a raft of IT applications, including an in-house mass
distribution capacity, meant a good score for infrastructure.
In addition, Investors in People accreditation and a host of in-house
evaluation systems brought a solid rating for quality. The only slight
concern is staff training, where agency spend is below average.
However, overall client assessment of Profile is good and satisfaction
excellent. Respondents were pleased with the agency’s performance and 60
per cent felt it had improved on last year.
Clients also rate their relationship with the agency well, the majority
feeling that Profile is very responsive to their needs and senior
management attentive to their business. There was a general feeling that
in terms of nuts and bolts, the agency could improve its writing and
research skills and be more ready to hand out tough advice.
However, with one client praised its ’consistency and continued
improvements in performance’.
Star Rating ****
AGENCY CREDENTIALS
MARK OUT OF
Business performance 10 12
Staff 7 10
Infrastructure 4 5
Quality controls 8 10
Industry recognition 1 3
Total 30 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 8 10
Relationship with agency 8 10
Nuts and bolts 7 10
Evaluation 8 10
Client satisfaction 18 20
Total 49 60
