Agency Newsletters

“The AFPI uses a proprietary mathematical formula that measures registered agencies on certain criteria within the AgencyFinder database. Clients have told us they do not have time to hunt down certain information, case studies, or determine fiscal responsibility in the search process,” says Meyst. “The AFPI essentially rates each of our registered agencies on the completeness of their files, among other factors, which results in a rating. The higher the rating (a perfect score is 100), the more we can assure the client that the agency has provided thoroughly prepared and up-to-date information to search against. Since the AFPI is a real-time computation, anything the agency does to improve its record is reflected immediately.” A power rating score also continuously reflects the agency’s historical record on invitation responsiveness, process compliance and fiscal responsibility.

Rankings vs. Ratings

“There are a number of industry rankings that measure agencies’ capitalized billings, work force, or number of offices, but clients are telling us what matters more is whether a prospective agency has actual expertise, reliability and fiscal responsibility relative to their needs. There have been countless

times a client will develop a preliminary list of prospective agencies, only to find that critical information is missing from an agency’s data file. They simply do not have time to launch an investigation to find missing case studies, essays or other pertinent information.

“Now a client with a list of agency prospects can consider the AFPI rating as an indicator that the agency has provided enough information for the client to conduct a fair and comprehensive preliminary evaluation as part of their initial due diligence.”

“We want to make sure all of our agencies have an excellent chance of landing new business and are in good standing,” explains Meyst. “The AFPI algorithm reflects the completeness of the agency data file while not discriminating between large, mid-size and small agencies with regard to capitalized billings, or employee counts.

“It’s a matter of trust,” adds Meyst, an ad industry business development authority but seldom-mentioned degree-holder in mechanical engineering who developed the formula. “The AFPI allows clients and agencies to participate in a search process where each is confident that each party has passed muster with AgencyFinder standards.”