WHAT MAKES US DIFFERENT
We know that advertising results can be measured, and we strongly encourage our clients to do so.
We encourage our clients to set quantified and dated objectives for their marketing and advertising, and to hold us accountable for the results achieved.
We do not believe that an agency's income should depend on how much of the client's money it spends, as it does under the commission system of agency compensation.
We believe that an agency's income should depend on the quality and quantity of work it does for the client. This is why we are paid according to a fee system, under which we keep track of the time worked for the client by everyone in the agency, to the tenth of an hour.
We believe that the message is far more important than the medium, and that much more emphasis should be put on developing effective messages than in spreading untested or ineffective selling messages across all the media that money can buy.
We believe that advertising is a dialogue, not a monologue. Therefore, every ad should solicit a response and the response should be measured.
We believe in asking for the order in every ad, because people do not read, watch or listen to campaigns; they read, watch or listen to one ad at a time.
We believe strongly in accountability. We recommend that the client determine where he is and where he wants to go, as far as his advertising is concerned. Then, if we don't help him get pretty close to where he wants to go, and we agreed we could take him, we expect to get fired, because that's what we would do if the positions were reversed.
We believe strongly in the task method of advertising budgeting. Almost every other method has serious flaws.