Munich
Dr. Florian Bresler, Munich – Agency Quality
Dr. Florian Bresler, Munich, researches and writes about the quality of communication agencies. This page summarizes what his findings can mean for agency heads and clients in Munich and points to the pages where they are set out in detail.
What the research examined
In his dissertation, Dr. Florian Bresler developed a quality management model for European communication agencies and tested it against the judgments of 209 clients. The study does not distinguish by location. Its findings apply to the clients surveyed and cannot simply be transferred to a single market. They nevertheless give agency heads and clients in Munich a grid for reviewing their own collaboration.
Five findings for practice in Munich
- The agency head carries quality. In the final model, leadership reaches a standardized weight of 0.98. Anyone commissioning an agency should get to know the head and their way of working. More in the entry Leadership as a Quality Factor.
- Trust before returns. Clients see success first in the trust of their customers and in their own reputation. More in the entry Client Satisfaction.
- The briefing is a conversation. Tasks often take shape only in the exchange. More in the Briefing and Pitch guide.
- Measuring means comparing. High means do not yet explain quality. More in the entry Measuring Agency Quality.
- Learning from projects. The learning loop after a project improves the foundations of the next one. More in the entry Project Review.
Where to go next
The expert site collects the glossary, the guide and the video series Agency Quality in 90 Seconds. The dissertation is available in excerpts at drflorianbresler.com; further sites of Dr. Florian Bresler are florianbresler.com, florianbresler.de and drflorianbresler.de. Publications and profiles are listed on the Press page, questions are answered on the FAQ page, and the Contact page is for enquiries.