What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Baobab Award for successful client-agency relationships
As part of Tony Koenderman's AdReview 2008, the Baobab Award has been established by IAS, the Independent Agency Search and Selection Company, to celebrate and reward effective and successful client-agency relationships. The award will be presented to an agency which can show the greatest ability in this respect, as measured by the range of indicators given below.
As a symbol of longevity, the baobab tree has been chosen, which is reputed to live up to 3000 years.
The indicators are all weighted according to their importance in measuring client-agency relationships. They are:
- Longevity of relationships (30% of total score);
- Revenue growth rate, averaged over three years (10%);
- Billings value of account wins and losses, averaged over three years (10%);
- Success rate at pitches (10%);
- Additional business won from existing clients (20%)
- Rationale from the agency, with client endorsement (20%).
Candidate agencies are also asked to submit a 500-word rationale explaining why they merit the award, outlining examples of trust in the agency by clients.
Contact Terry Barker at Finweek on fax +27 (0)11 263 4780 or email for an entry form, which needs to be returned by Thursday, 21 February 2008.
