““Acknowledge and accept that clients are governed by shareholder value concerns, and that the mission of the agency needs to be refocused on helping clients improve brand growth and profitability. Agency creativity is a factor that contributes to delivering results, but creativity is a factor, not an end in itself. Agency creativity no longer delivers results automatically, as it did during much of the Creative Revolution. It’s time to abandon the tired “we’re creative” marketing positioning associated with the creative paradigm, and to step up to the challenge of saying “we’re committed to delivering results.””
