Some decision support is weak

The SP Reputations Survey, (MW last week) is based “on a sample of 301 respondents with responsibility for purchasing services from a range of external marketing services consultancies – including sales promotion.”

However, the research apparently came up with some data as to which agencies had “been heard of”. Unfortunately, a full table of results was not printed, but the article confirmed that Tequila Payne Stracey and Black Cat were only known by 21 per cent of clients while Saatchi & Saatchi and KLP Euro RSCG fare no better with the latter “only recognised by 12 per cent” of the sample.

Given that these agencies are pre-eminent in their field and presumably employ new business teams to keep their name in front of prospects, one is drawn to a simple conclusion: those decision makers within client companies are not serving their masters well.

It is their business to be aware of what is around to provide good service. They are, therefore, either myopic, apathetic or just plain incompetent at their responsibilities.

A sorry state of affairs indeed.

Michael Bartram

Michael Bartram Promotional Marketing

Bushey, Herts

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