PR Week provides a comprehensive and value service to the industry. But, they do clients and agencies alike a disservice when they publish a report like their ‘Agency Excellence Survey.’
While it appears fairly comprehensive in scope and was conducted in conjunction with Millward Brown, a serious research player, it focuses solely on the big agencies (and is interspersed with some handsome, full-page advertisements from Weber-Shandwick, Porter-Novelli, Ketchum and Ogilvy).
The problem with the section is its parochial view. More and more clients have sought relationships with smaller, more nimble, agencies precisely because the so-called ‘excellence’ PR Week and Millward Brown are surveying is lacking at many large firms. And, that’s not conjecture. It’s fact.
I’m not saying the big guys aren’t good. I’m merely stating the obvious: PR Week is completely missing the boat with its report. It’s time Julia, Elly & Co. spread the wealth. I guarantee we can find plenty of small and mid-sized firms that could more than match the ‘excellent’ scores given to our bigger brethren.