The Benchmarking Factor

Describes a new set of databases against which advertising and PR agencies can test how well they do in new business development.

The Benchmarking Factor

Peter Bartram

Even hint to the boss of an advertising and PR agency that, just perhaps, they might not be quite so hot as their clients at winning new business and you could be asking for a smack in the mouth. After all, arent they supposed to be the kings of cool marketing?

Well, maybe. But some of the early results from a unique benchmarking exercise suggest that business development skills in some agencies leave just a tad to be desired. When it comes to taking their own medicine, some advertising and PR companies would really rather...

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