The importance of an agency effectiveness culture to clients
I write this piece from the perspective of someone who knows more than a little about what clients need from an agency, and something about what makes agencies tick. Having been a judge in 2007, I've also learned a lot about what an IPA Effectiveness award means.
I divide my comments into two halves: why clients should look for agencies with effectiveness credentials, and what it takes for an agency to live, breathe and practice an 'effectiveness culture'.
LOOKING FOR EFFECTIVENESS
These days, agencies are far more rigorous and...