NEW YORK: Burson-Marsteller and GolinHarris emerged as the leading firms in PRWeek's 2005 Agency Excellence Survey.
The survey, in its second year and conducted by Millward Brown (MB), asked clients to rate their PR firms on attributes including overall satisfaction and such factors as responsiveness, creativity, and strategy.
There were strong results across the board for the 10 firms with the biggest sample sizes. Areas like ROI and creativity are, like last year, still among the lower-scoring attributes overall.
Clients also were asked to respond to an open-ended question about which firm they'd hire for a crisis, a product launch, and for financial work.
The key data points were weighted by PRWeek, in consultation with MB. The results were compiled by an MB analyst.
Edelman and Weber Shandwick were the next highest scoring firms. A total of 546 clients rated agencies in phone interviews from February to April. All attributes were measured by "top-two box" results, meaning clients gave the firms a high score of six or seven, on a scale of one to seven.