But, when will we turn the measurement and ratings of the industry around and start to rank consultancies according to the clients’ perception of top ranking firms? The annual Marketing Mix MOMA Awards (Media Owners’ Marketing Awards), now in their 11th year, measure the different media owners in all categories (TV, radio, outdoor, print, etc), according to the customer. An independent research house is then commissioned to conduct self-completion questionnaires to media planners/buyers and marketers countrywide with over 100 media owners/sales houses included in the 2002 questionnaire. In terms of the criteria, top scoring was “Deliver what they promise”, “Flexibility in my needs” and “Knowledge of own and competitors’ products”.
And, last year, the small eggs scored! According to Peppercorn Research MD, Sara Webster, “the 2002 MOMA results were indicative of a return to the ‘back to basics’ approach and the fact that the small players are the one who can provide personalised, customised service without all the trappings of some of the larger players.” 2002’s overall MOMA winner was Red Cherry Television, with just a staff complement of 12.
Surely the same applies for communications/PR consultancies. Criteria such as: “Does your consultant know the media and the strength of their media relations; have the ability to find newsworthy angles and say ‘No’ to the client when information is not media compliant; have the ability to add value in terms of revenue; attract new business; and sustain accounts for periods longer than six months”, should have more weight in terms of measurability, than billings and number of employees.
The same theory applies to the PR practitioners who draw up endless media lists to whom they have submitted a client’s press announcement, without the faintest idea of the relevance of the media, just hoping on a whim that someone will print the release.
Surely, it is not about size, but quality versus quantity? We would like your comments on this current debate. General comments will be published in the next issue of Communicate. No anonymous comment will be accepted, but if you indicate you would prefer not to be quoted by name, we will respect this. All comments to email: .
