Former Countrywide Porter Novelli UK CEO and global board director Neil Backwith hits out in a new book published by the PRCA.
The book, Managing Professional Communication Agencies: How To Double Your Profitability, is the association's first venture into commercial publishing.
Backwith claims that agency directors are ‘professionally rather than commercially driven', adding: ‘They see their role as delivering excellent client service. Commercial success comes second.'
Backwith left Porter Novelli in 2004 after 22 years at the firm. He now works as a management consultant.