BACKGROUND

QVC is an $8.7B multi-channel worldwide online shopping network with 15 TV channels reaching more than 360 million homes, 7 websites, and 195 social pages. Amidst shifting priorities and results in 2016, Westmeath partnered with its global communications department for an agency of record (AOR) assessment and search.

CHALLENGE

QVC wanted to discreetly and holistically assess the capabilities of large and medium-sized PR firms to strategically award the company’s multi-million-dollar annual budget.

SOLUTION

Conscious of avoiding business disruption and industry rumors, we created a methodology and framework to initiate a confidential AOR search. This included developing an understanding of trends in the marketplace, securing sensitive information from a cross-section of stakeholders including internal clients and agency users, as well as interviewing prospective agencies, gathering feedback from enterprises and creating a shortlist of appropriate agencies. This comprehensive initiative was completed in four weeks.

RESULTS

Armed with a wealth of valuable information and insights, QVC was able to confidently select an agency that addressed the company’s unique requirements, without missing a beat.