CEO: Mark Hass
Number of clients rating: 73
Sector specialties most used: Corporate, consumer, entertainment
Top-scoring attributes against average: Low staff turnover; high-quality staff; offers client service that is truly outstanding
Bottom-scoring attributes against average: Understands your business; provides tools and advice that help support your company's senior management; provides appropriate strategic counsel and advice
Overall satisfaction: 92
MS&L performed above average in the vast majority of agency attributes analyzed, with overall satisfaction in the average range.
CEO Mark Hass believes that MS&L has started to react more nimbly to the evolving needs of its clients.
"Their needs are changing so fast… client service has to change with it," he explains. "Before, when a client locked in on a program or message, you could count on it sticking. Now, programs and messages change within months."
Hass takes particular pride in the survey's finding that MS&L does well in developing creative programs.
"Clients want… programs that marry creative with strong consumer insights," he says. In addition, Hass highlights the amount of client work that MS&L's senior-most staffers do on a regular basis, also borne out by the survey.
Interviews for the Agency Excellence Survey were conducted via computer-assisted Web interviewing [CAWI] methodology. Respondents were recruited from several sources, including, but not limited to, the ERI Panel, PRWeek Contact list, and PRWeek's subscriber list. (Databases were supplied to Millward Brown for the sole purpose of conducting the research.)
The ERI Panel has more than 1 million business pros across the US and Canada, and is made up of opinion leaders, decision-makers, and purchase influencers for companies and organizations. Qualified members are invited to complete an in-depth business-relevant profiling survey that indicates their work roles, responsibilities, job-related interests, and more.
All respondents were PR clients involved in agency selection and management. A total of 600 people were interviewed between April 18 and June 27, 2006.
Modeling of results: Agencies were ranked on two dimensions, high importance and differentiating, which were derived from the stated vs. derived importance analysis. Statements that were high in both stated and derived importance are seen as high importance, while those that are high in derived importance, but lower in stated importance are considered differentiating.
Each agency's attribute scores were weighted according to the proportion of current clients in their dataset to ensure a comparable impact of current clients for each firm. The structure of the model was designed by Millward Brown, with analysis done by a Millward Brown analyst.