Comments on: How to Rate (Select) an Ad Agency http://polarityinc.com/2009/09/how-to-rate-select-an-ad-agency/ Helping companies go beyond ad impressions to actually sell something Tue, 24 Aug 2010 00:14:41 +0000 hourly 1 http://wordpress.org/?v=3.0 By: James (@JHipkin) http://polarityinc.com/2009/09/how-to-rate-select-an-ad-agency/comment-page-1/#comment-564 James (@JHipkin) Wed, 30 Sep 2009 17:30:06 +0000 http://polarityinc.com/?p=730#comment-564 I don't question what you are saying about the influence and ignorance of ad agencies, I've lived in this world for 30 years and much of what you say is completely true, but there is another very important barrier in the way of more interaction and less interruption. The Corp. Finance Group. Finance approves budgets and Finance is both conservative and ignorant of new thinking in marketing. For example, I once led a team that designed and executed a customer communication program for a major telco. On a $2 billion revenue base we generated 20% growth for four straight years. I ask my client, "Why don't you invest more in this program?" His response, "It's easier to get Finance to approve $30 million in incremental ad spend than to get $3 million to speak to our customers." True story. I don’t question what you are saying about the influence and ignorance of ad agencies, I’ve lived in this world for 30 years and much of what you say is completely true, but there is another very important barrier in the way of more interaction and less interruption. The Corp. Finance Group.

Finance approves budgets and Finance is both conservative and ignorant of new thinking in marketing. For example, I once led a team that designed and executed a customer communication program for a major telco. On a $2 billion revenue base we generated 20% growth for four straight years. I ask my client, “Why don’t you invest more in this program?” His response, “It’s easier to get Finance to approve $30 million in incremental ad spend than to get $3 million to speak to our customers.” True story.

]]> By: Mackeran http://polarityinc.com/2009/09/how-to-rate-select-an-ad-agency/comment-page-1/#comment-562 Mackeran Wed, 30 Sep 2009 08:48:43 +0000 http://polarityinc.com/?p=730#comment-562 I added your blog to bookmarks. And i'll read your articles more often! I added your blog to bookmarks. And i’ll read your articles more often!

]]> By: Steve Patti http://polarityinc.com/2009/09/how-to-rate-select-an-ad-agency/comment-page-1/#comment-561 Steve Patti Tue, 29 Sep 2009 22:57:39 +0000 http://polarityinc.com/?p=730#comment-561 NY Times article that highlights the need for dialog with customers as they are in charge: http://www.nytimes.com/2006/10/09/business/media/09adcol.html?_r=2&ref=business&oref=slogin NY Times article that highlights the need for dialog with customers as they are in charge:

http://www.nytimes.com/2006/10/09/business/media/09adcol.html?_r=2&ref=business&oref=slogin

]]> By: Randy Pena http://polarityinc.com/2009/09/how-to-rate-select-an-ad-agency/comment-page-1/#comment-560 Randy Pena Tue, 29 Sep 2009 13:55:41 +0000 http://polarityinc.com/?p=730#comment-560 I must say this is a great article i enjoyed reading it keep the good work :) I must say this is a great article i enjoyed reading it keep the good work :)

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