The Insider’s ‘PR Agency Report Card’ (Part 2)

Tom Wilson, the cartoonist behind our beloved Ziggy, once penned words that are fitting for a report card like this one. He wrote: "Many of us are more capable than some of us . . . but none of us is as capable as all of us." Communications agencies of all kinds and sizes should engrave this on their walls because it captures the basic truth of agency life: if a team is able to corral its collective strengths to achieve a goal, everyone in the building benefits. If, however, that experience is reserved only for the few internal "influencers" with titles to match, agencies tend to flounder. Part 1 of this list ran last week. Now, here's Part 2 of our Insider's Big Agency Report Card: 6. MWW Reputation: As with any agency, East Rutherford has a desire to grow. The problem there is that one needs people who thrive on such growth to help move the process along. MWW has a nice reputation for employing people very ready, willing, and able to assist with that corporate growth. The main problem is that its senior execs are often so pre-occupied with the mechanisms of that growth--networking, golf, happy hour, etc.--that the junior teams are sometimes left without mentors and the skill-set training they bring. Oddly enough, these are the two things most teams in PR need most to grow. Impression: No mattered how well-mannered the PR throng acts when the boss (or a client) is around, the mice definitely play while the cat is away. Billability is sacred in agencies, so as long as those eight hours are on the clock there may be some flexibility in store. We're talking downward dog pose rather than salt water taffy. No one likes the iron-fisted boss in the corner office, but the open-handed coworker with little to offer won't find many fans in the agency world either. Recommendation: When the young staffer is left alone to determine the progression of the earned work, feelings start to fester, rumors circulate, and tire tracks may appear on the back of an employee who believes that he or she was "thrown under the bus." Encouraging an "open" internal environment is appealing for some, but worrisome for others as these relationships should ideally be maintained among one's fellow employees rather than despite them. 7. Edelman Reputation: Edelman is known for its investments in company culture, yet our insiders repeatedly tell us that 10-hour-plus days are considered "normal." Edelman, despite its impressive ability to win accounts and its growth as a proudly privately held company, has two well-known weak points: work/life balance and diversity. Both of those things can lead to a sterile working environment and, again, they stick out like sore thumbs in a place known for its culture. Impression: Candidly, several of the larger agencies on this little report card seem to have the "work/life balance" out of balance. Working overtime is not always a great sign in this business; most who wanted to work "bankers' hours" chose to major in finance. One could argue that we all need to accept this fact, but multiple sources tell us that Edelman is the worst of the bunch when it comes to expecting a bit more of its employees. We can't say exactly why that is, but we feel like it could be one reason for the turnover you read about so often in the trades. It could also be why Edelman sends us far more staffing announcements than any other agency. It's not even close. Recommendation: Some of the best agencies in the nation are quickly becoming some of the worst because they lose outstanding junior talent looking for greener pastures, brighter horizons and fewer form pitches. Some of these millennials want to be paid while others want to be promoted, but they all want to be recognized. Big agencies want to building reputations based on their cultures, and one way to do that could be to become more aware of junior employees' cultural needs. According to our sources, Edelman is both the biggest and the least aware. 8. Hill + Knowlton Reputation: This WPP company leverages its global networks better than most. With those hands across America and around the world, its team members have access to international insights. H+K also has a flattering reputation about embracing its young people in various roles. Unfortunately, many of those roles--according to multiple sources--function as support for "top-heavy VPs." And this is a WPP operation...so you can probably guess how well that section of the staff gets paid? Impression: One recurring description of H+K is "a stepping stone." Our insiders are glad they work or have worked at H+K, but they also tell us that the experience of working there has primarily been useful in prepping them for a better position. "Better" means different things to different people but, to the chagrin of W+P, in most cases "better" simply means "elsewhere." Recommendation: Much like Burson, Ketchum, and others, H+K is a company that realizes its past weaknesses could be its greatest sources of strength moving forward. The agency made news with employee benefits and a mentorship program that many believe has no rival, so maybe it should focus more intently on its bright spots. Many who have stepped on WPP-brand stones in the recent past would appreciate it. 9. 5WPR Reputation: This is the large agency that could with a salary and benefits package is renowned in the PR industry. Its media relations is persistence, and its performance-based pay is also legendary--though you can debate whether this is a good thing. CEO Ronn Torossian, however, tends to overshadow his own company as a frequent news item and gossip subject. Impression: When a CEO handles the day-to-day operations of a large agency, he/she may need to grow literal eyes in the back of his or her head...or have cameras everywhere. Having a CEO so "in front" of everything can be a very sharp double-edged sword. On one side, the agency gets great visibility--but that coverage tends to be a bit one-dimensional. This is especially true when one's chief executive enjoys writing op-eds designed to damage the reputations of competitors. Sources tell us that members of the 5W team would rather get attention for the work their firm does. Maybe someone can write a release about that. Recommendation: Regardless of what people at other agencies or members of the media happen to think about Ronn, members of his teamsee things differently: they like the perks and the culture, but they're still a bit perplexed by their leader and the attention he tends to attract. 10. Cohn & Wolfe Reputation: We are told that, while raises aren't much past "cost of living" at Cohn & Wolfe, the living is still pretty good. Collaboration seems to be the name of their game, with regular small groups working to empower younger staffers. This equation helps build employee morale, team growth, and reputation management because those kids do all the talking. Nothing is perfect, and several insiders spoke to us about burnout. It's not so extreme to inspire sky-high turnover rates, but some young staffers are feeling a bit scorched. Impression: Cohn & Wolfe positions itself--whether intentionally or not--as an agency that cares about internal career growth. No stepping stones here unless they happen to lead to a corner office in the same building. This is good for the more seasoned staffers who are ready to settle in for a long-term relationship after playing the agency field but less so for those who want to move up and don't care quite as much about where they do it. Recommendation: If any of the larger agencies can get away with a cozy, boutique-style feel, Cohn would be the one. While insiders feel like they have a nice, one-direction career path ahead of them, progress can be a little slow. Millennials are allegedly impatient, but they tend to calm down a bit as long as they're afforded the opportunity to work with big brands and big brains. That said, Cohn & Wolfe may want to gauge how those young people are responding to the long waits, because career paths tends to have many available detours. Now that we've completed our report card for big agencies, we'd love to hear more the small and mid-sized shops. Which are the best? Which are the most innovative? Which are hiding big messes behind their doors? We'd love to hear what you think, and our tip box is always anonymous.

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The Insider’s ‘PR Agency Report Card’ (Part 2)

Please have your parents sign your report cards, class.

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