Ad Agency & PR Firm Rating System

Agencyfinder (AF) Power Index™

When a client is looking to hire a new or additional marketing partner, what factors are most important?

With more than ten years' experience identifying agency candidates for clients and then assisting in the review process, we've developed a rather lengthy list of our own. But in order to validate and expand on that, we decided to ask the people who should know best.

In May of 2004, we surveyed more than 4,000 of 9,500 previously registered clients (businesses who have used our service) to find out what they thought were the most important factors when evaluating contenders' in our agencyfinder records.

Their answers were compiled and shared with a blue-ribbon panel of client-side marketing executives. Taking our direction from this advisory board, we created an algorithm that scores each agency in the agencyfinder database. This score is called the Agencyfinder (AF) Power Index™ (API).

Starting in November of 2007, all agencies that are selected in a preliminary search will be ranked by their API, giving searching clients an opportunity to make an initial cut based on a true, apples-to-apples comparison of the criteria that matters most without having to review reams of data resulting from their search.

Also starting in September of 2007, all agencies in the agencyfinder database will be notified of their API and given some suggestions on how to improve their score. Those agencies that respond will find themselves making the first cut in more searches more often, maximizing their investment in agencyfinder as a result.

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