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Overall billings growth. Based on an agency’s U.S. billings for ’92 vs. ’91, with grades determined by both nominal dollar increases and percentage gains.
Clients lost. Clients that dismissed an agency were counted, as were clients an agency resigned. Each agency supplied data about domestic losses, which was compared to information from news accounts. Grades were assigned on a bell curve, based on reported billings lost.
New clients. Includes domestic clients gained by agencies in ’92 and new products assigned to an agency by existing clients.
Growth from current clients. Estimated spending changes in ’92 by clients already with an agency.
Creativity. Five TV spots and five print ads from each agency were reviewed by ADWEEK staff. Consideration was given to creative advances, the range of products worked on, clarity of message, quality of production, and consistency of execution.
Management savvy. Grades reflect how well agency executives handled personnel, client relations, financial planning, mergers and other management issues.
Copyright Adweek L.P. (1993)
