Simon Veksner: How’s Your Crack Rate?
July 8 2013, 9:41 am | | 1 Comment
By Simon Veksner, Head of Ideas, Naked Communications Australia
It’s crucial for an agency to have a high crack rate, since ‘going again’ on a brief effectively means you are doubling your costs.
One of the many smart initiatives at BBH London is to carefully monitor the agency’s crack rate. They realise their best chance of making money is to crack briefs first time – this is also strongly correlated with high levels of client satisfaction. Accounts where it is regularly not happening, can expect an inquiry.
1 Comment
If this visual is supposed to be an example of what they mean, let’s just say they need to have another crack at it. But if I was the client, they wouldn’t get a second crack.