Client Newsletters

When we discussed this with clients, they weren't put off as agencies thought they might be. Some were quick to see the merits. This could be a quid-pro-quo thing. Many consumers (and industry peers) are passionate about who does what work (for example, stay behind in the theatre to witness those who remain to study credits).

Consider an extreme analogy - imagine if an agency of some renown (a you-know-who) that wouldn't normally, did work for a regional men's fashion chain and marked or branded that work. What might "those in the know" think about the connection or the implied endorsement? If the consumer didn't recognize the agency brand (regardless of size), a quick Internet search would be educational. And that grand agency brand might have complimented the client. Likewise, a great client brand could compliment an agency.

When chatting this around, the topic of copyright also comes up. But we've touched on enough for now - it's time to move on. However, your thoughts are welcome, AND, if your agency already does this, are you willing to tell us (and others) about it?

IN THE WORLD OF LISTS, HOW DOES YOUR FIRM RANK?

Ratings, rankings, score cards, etc; how does your

This isn't the first time for PRWeek, and AdAge and ADWEEK have been doing something similar for years. But the question is, what's the real value here? If it's rankings for rankings sake, and everyone recognizes it's a scorecard that serves little purpose for clients, then OK. Agency and PR execs joke and comment with wry smiles about their competitors' claims for the previous year. Since revenue or capitalized billings (an interesting calculation unto itself) provide little if any insight into the appropriateness of a firm from a client's perspective, and since acquisitions can change numbers and rankings immediately, numbers alone constitute little more than bragging rights. However, if we took the cost per pound shelf postings in grocery stores as an example, then how about revenue/employee, or billings/employee adjusted for regionalization? That might offer something of value.

With chemistry so often mentioned as a pivotal selection factor, how about a litmus test (base or acidic), and post those scores?

We hope this client and agency information has been helpful. If you need assistance or wish to discuss the steps for an agency review, feel free to call.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060 USA
804-346-1812