AGENCY REPORT 1999: Profile PR

Profile put in a good all round showing to gain a four-star rating.

Profile put in a good all round showing to gain a four-star


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 ****


                           MARK   OUT OF

Business performance         10       12

Staff                         7       10

Infrastructure                4        5

Quality controls              8       10

Industry recognition          1        3

Total                        30       40


                           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

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