PR firm guarantees coverage for client

PR firm NettResults has taken the unusual step of guaranteeing levels of media coverage for a prospective client in order to win the business.

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By  Tim Addington Published  January 21, 2006

PR firm NettResults has taken the unusual step of guaranteeing levels of media coverage for a prospective client in order to win the business. In what is believed to be one of the first examples of its kind, the Dubai-based agency will have to secure an agreed level of coverage in newspapers and magazines across the region each month, or face a reduction in its retainer the following month. Singapore’s Creative Labs, which makes digital products such as MP3 players, web cameras and graphics cards, asked NettResults if it could guarantee the level of its coverage every month. Leonard Yap, marketing manager at Creative Labs Middle East, said: “NettResults was the first agency that was happy and, indeed, confident to offer us guaranteed results based on measurable return on investment. “Under the retainer contract that we have, NettResults guarantees a certain level of media exposure, based on advertising value equivalents. That provides us the ability to prove a 500% or greater return on investment for our PR expenditure against advertising space. “Under our agreement, if these levels are not met, then a price reduction is automatically afforded to us for the next month’s work”. Nick Leighton, MD at NettResults, said it was the first time the agency had offered assured success levels to a client. “We have done work with clients that have had a similar brief, and we were confident with our measurement and links with the media to be able to predict coverage levels.”

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