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Our Bureau

Chennai , Feb. 16

NESTLÉ has appointed Aprais to implement a global evaluation system that will help measure and manage over 300 of its agency relationships worldwide. A press release from Aprais says the move follows a comprehensive three-year trial to determine whether improved client/agency relationships really do lead to better business results.

Aprais is an online, independent, third-party evaluation system that allows the client and agency to view their own and each other's performance across key measures. The system will enable Nestlé and its communication partners to review and compare their performance across brands, markets and categories using consistent criteria.

In the trial period of three-and-a-half years, Nestle's average score of agencies' performance rose from 59.3 per cent to 73.1 per cent, a 23.3 per cent improvement, says Aprais. All nine of the company's agency relationships qualified for, and earned additional incentive payments.

Originally launched in 1998, Aprais now has offices across Europe, North and South America, Asia-Pacific and West Asia. It can assess all forms of marketing communication _ advertising, direct marketing, media independent, new media, public relations, market research, sponsorship and packaging and design. Managed by a central team in the UK, it has a database of over 17,000 participant responses covering thousands of relationships worldwide and created `agency performance benchmarks' against which a host of companies such as Renault, Rabobank, Nissan, Toyota, Kimberly Clark, Vodafone, Philips Ogilvy, McCann, JWT, Emirates Airlines, Lowe, Saatchi and Publicis have all been able to gain better understanding and improve their relationships leading to better results from marketing communication, the press release says.

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