Pick Me: Breaking Into Advertising and Staying There (Adweek Book) by Nancy Vonk & Janet Kestin

Author:Nancy Vonk & Janet Kestin [Vonk, Nancy]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2007-05-10T14:00:00+00:00

It’s said there are two types of agencies. The first is the “creative” agency, whose main concern is to make good creative ads and WIN THOSE AWARDS! The second is the “suit” agency, whose main concern is to make a profit. What is your take on this? Are there really two types of agencies?

This is one of the terrible myths that continue to plague the industry, but a shocking number of people share your point of view, many of them clients. If we were going to create a faux line between two types of agencies, we would choose the simpler “good and bad” rather than “creative and suit” designations. In a good agency, everyone tries to do the same thing—create work that achieves the client’s goal and makes the agency feel proud. And frankly, if it wins awards that’s good. Everyone benefits from a little pat on the back. If an agency’s only goal is to win awards, it’s missing the point and won’t be around long. If it’s only concern is to make money, same thing. Jancy has no doubt that award-winning ads work as well or better than pedestrian ads, even more so in a zap-crazy, TV-bored, so-much-more-to-do-than-look-at-your-ad world. Contrary to popular belief, advertising isn’t a science and it can’t be predicted and quantified. It’s a considered risk and it always will be. And people who fear risky work are taking the biggest risk of all.

Any agency worth its salt should be primarily concerned that its work works. They should also care about awards, because, dopey as they may be, they’re all we have as a yardstick for measuring creative work (and creative people), and every agency has to care about making profit or it will cease to exist.

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