While the overall mark is on the lower end of the scale, Sinclair
Mason remains an agency which is loved by its clients - testimonials
prove it is the people at Sinclair Mason which make the agency. In
addition, the agency is seen to be responsive to its clients’ needs and
has forged strong links with their target media.
However, the agency was let down on the credentials side, most notably
in quality and business performance, where fee income growth was
low.
Within the quality category, Sinclair Mason scored well for having
Investors in People accreditation, but then lost out on possible points
for use of reserach and planning methodologies, although the agency does
use media content analysis and media reach as in in-house measure.
On a positive note, Sinclair Mason has a company web site and on-line
database access, plus it scored highly in its commitment to staff, with
a generous percentage of fee income earmarked for training.
Clients are satisfied with the agency, which scored highly on quality
and quantity of media coverage, and the likelihood of reappointment is
high. The agency offers tough advice when necessary, but clients felt
that it could improve on research and planning.
Star Rating **
AGENCY CREDENTIALS
MARK OUT OF
Business performance 6 12
Staff 8 10
Infrastructure 5 5
Quality controls 4 10
Industry recognition 0 3
Total 23 40
CLIENT ASSESSMENT
MARK OUT OF
Pitch promises 7 10
Relationship with agency 7 10
Nuts and bolts 8 10
Evaluation 7 10
Client satisfaction 16 20
Total 45 60
