When we finally calmed down from the initial thrill of our ranking in The Drum’s Design 100 – top three UK-wide and number one in the North West [massive smile] – we moved to a period of reflection; on what this all means, and if in fact it means anything at all.
To me, my business partner Dorina, and all of our colleagues it means a lot. We’re a small team, so I get to see first-hand the hard work and dedication that we all devote to our clients on a daily basis.
Client delight means everything to us and so to appear at the top of a poll – which ranks agencies on their performance as rated by clients – is true recognition that we’re doing an exceptional job, that we make a real difference to our clients, that we are appreciated and that it’s all worthwhile.
To our business it also counts. It acts as reassurance and an indicator to potential new business partners, new colleagues and contacts that we excel in what we do and that our commercial relationships are important to us. It’s a rubber stamp that suggests that we are best in class for our region and a force to be reckoned with on a national scale too.
But what I’ve been most heartened by is that this recognition also means something to our clients. Both people who we’ve worked with for a long time and those that we’re just getting to know, have taken the time out to offer their congratulations, there’s also been a little bit of additional praise offered along the way.
So, has this spurred us on to enter every award and poll on offer? I’m not sure that it has. For me, sector awards and rankings don’t always live up to the excitement that they initiate, particularly those based on turnover or size, simply because they don’t offer a true representation of the quality of an agency’s product and services.
On the contrary, for the Design 100 our clients rated us for branding, client service, design, creativity, strategic thinking and value for money. The breadth of consideration combined with the fact that this is judged by our customers makes this particular achievement significant. So, to go back to my original question – this time the ranking does matter, and it matters a hell of a lot.
Sue Benson