2006 Agency Excellence Survey: Ketchum

CEO: Ray Kotcher

CEO: Ray Kotcher

Number of clients rating: 106

Sector specialties most used: Corporate, consumer, public affairs

Top-scoring attributes against average: Collaborates well with in-house contacts and other agency partners; is considered an important business partner within your organization; generates accurate work

Bottom-scoring attributes against average: Provides appropriate strategic counsel and advice; demonstrates a measurable ROI; anticipates problems and issues that could put your company at risk

Overall satisfaction: 102

CEO Ray Kotcher says the survey results mirror the agency's perceived strengths – involvement of senior staff on all accounts and being a true business partner. "We've intentionally shifted our senior-most people to more client-facing positions," he notes. Kotcher himself recently spent many hours on the Russian Federation's hosting of G8.

While the survey doesn't yet reflect the investment Kotcher has made in research capabilities, he holds it in high regard, having 23 full-timers in the area.

"[They] spend their time doing both exploratory and discovery research for clients and new-business projects, and measurement on the back end," he notes.


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.

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