According to the survey, the best way to avoid over-servicing is through ensuring a clear brief and employing good project managers. Good stuff. Spare a thought, though, for the three per cent of respondents who glumly concluded nothing could be done about over-servicing, no doubt shakily reaching for a Red Bull as they wrote.
Interestingly, though, 55 per cent of survey respondents said the most damaging effect of over-servicing was lower profit margins.
Only 36 per cent said low staff morale was the main issue. Which means either agency heads care more about profit margin than staff morale, or PROs genuinely don't mind working into the wee hours trying to find 100 journalists willing to write a story about a Greek hotel association for the promise of a nice trip abroad (as long as they pay for the flights).