Financial agency Dewe Rogerson has lodged a protest against the new
standards proposed by the PRCA.
The firm has expressed concern over the clause which stipulates that a
company has to prove that it has a business plan and that it can plan,
manage and evaluate a campaign to a client’s satisfaction.
It is also protesting against plans to use external assessors and is
particularly concerned about the question of confidentiality.
DR director Malcolm Nash said: ’We applaud the PRCA raising standards in
the industry but it is not appropriate for an agency of this size to
prove its financial probity.’
PRCA executive director Chris McDowall said that he was dealing with
DR’s concerns by ’guinea-pigging’ the standards and waiting for feedback
to then make any amendments.
’There is no point in producing standards that result in half the PRCA
membership leaving so we have to find a way of producing meaningful
standards,’ said McDowall.