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How are the best advertising in the agencies?

How should advertising agencies be judged?

  • It seems that the end result (growth in sales) should be the answer, but a lot of emphasis is placed on the creative and sometimes it is hard to attribute sales growth to advertising since the timing doesn't always line up. To clarify, I'm not talking about advertising campaigns here. I am thinking of the agencies themselves over time.

  • Answer:

    Client satisfaction.  Agencies that are diligent about having these discussions and truly measuring how they are doing will find themselves paying more attention to just how happy the clients are.  Happy clients should allow many other success criteria to be hit, including profitability.

Scott Shamberg at Quora Visit the source

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I would suggest consistent delivery of increased awareness through campaigns, consistent customer service levels, consistent recommendations from clients. And, the most important, an understanding that the creative is not the be-all and end-all of their work, which should be explicitly focused on the client's core objectives and brand rather than creativity for the sake of it. But certainly not awards as they are far too insular and often predictable.

Neil Hopkins

Just a couple of quotes from David Ogilvy : "Unless your campaign contains a Big Idea, it will pass like a ship in the night." "We sell — or else."

Federico Block

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