2006 Agency Excellence Survey: Brodeur

CEO: Andy Coville

CEO: Andy Coville

Number of clients rating: 74

Sector specialties most used: Consumer, corporate, financial

Top-scoring attributes against average: Works within budget; offers truly outstanding client service; helps you understand and develop programs within the new-media environment

Bottom-scoring attributes against average: Consistently delivers a company's message to all target audiences; develops creative programs that help meet a company's objectives; Considered an important business partner within your organization

Overall satisfaction: 94

Brodeur scored above average in the 18 attributes analyzed. It shines in generating accurate work, offering "truly outstanding" client service, and demonstrating measurable ROI. More- over, Brodeur was hailed for its new-media moxie – not a surprise, given its tech heritage – and a willingness to collaborate.

CEO Andy Coville is proud of the firm's competitive-intelligence and strategic-planning functions, designed to anticipate business scenarios before they happen. Those functions appear to resonate with clients: Brodeur scored particularly high in anticipating issues that could put a company at risk.

Clients also lauded Brodeur for working within budget. "We have a no-surprise policy," Coville says.


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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