How would you like to save around 40% off your advertising agency costs?

Changes made after execution account for a huge percentage of wasted budgets
In our years of experience we have noticed that advertisers who make multiple changes to their work invariably end up in a situation where costs skyrocket, and their end result is poor. With a little communication and forward planning most of these changes would have been avoided.

When the goalposts are moved
Some changes are inevitable and nobody is able to foresee every possible circumstance. The trick is to know how to change the game when the goalposts have been moved. This means reconsulting with all parties and altering the brief to take account of new information.

Understanding everyone's role
Avoiding these changes requires an understanding and appreciation of everyone’s role in the process. Would you tell your electrician which cables to use - make him pull them out and replace them over and over?

Successful businessmen like Sir Richard Branson have realised that although they are the leaders of their companies they don’t need to prove it at every level of the business. They simply set directions (their vision) and leave the getting there to those they entrust to do the job. Sure those employees are made accountable, as they should be. But they are also rewarded and encouraged to feel as though they are in a partnership which respects their contribution.

Loss of incentive
When a service provider like an agency is made to do exactly as told, and are no longer respected as a partner in the client’s success, they very quickly lose incentive. The employees of the agency stop bothering to think a task through or to invest energetic thought into it because they expect the client to change their work anyway. They become much more unproductive and a vicious cycle is begun.

Having worked in numerous agencies, large and small, over the past 36 years I have seen this first hand at every one of them.

Experience is the benchmark
Part of the problem lies in the fact that anybody can buy a computer and some desktop publishing programs and call themselves an advertising agency.

The only true test of an agency is in its experience. Experience in this business can only be measured by time in the field and variety of products or services handled.