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Are there really only two types of agencies?


There are two types of agencies. One the “creative” agency: main concern is to make good creative ads and WIN THOSE AWARDS! The second “suit” agency: main concern is to make a profit. What is your intake on this, are there really two types of agencies?

intro Are there really only two types of agencies?This is one of the terrible myths that continues to plague the industry. But a shocking number of people share your point of view, many of them clients. If we were going to create a faux line between two types of agencies, we would choose the simpler ‘good and bad’ vs rather than ‘creative and suit’. In a good agency, everyone tries to do the same thing – create work that achieves the client’s goal and makes the agency feel proud. And frankly, if it wins awards that’s all good. Everyone benefits from a little pat on the back. If an agency’s only goal is to win awards, it’s missing the point and won’t be around long. If it’s only concern is to make money, same same. Jancy has no doubt that award winning creative works as well or better than pedestrian creative. Even more, in a zap-crazy, tv-bored, so- much-more-to-than-look-at-your-ad world. And there’s increasing evidence to support this. The Gunn Report does an annual audit of the most award-winning advertising around the world in that year and its results. Over several years, Gunn has shown that about 87% of the work creative people think is great meets or exceeds the goals set for me. Believe us, this is an impressive average. Contrary to current, popular belief advertising isn’t a science and it can’t be predicted and quantified. It’s a considered risk and it always will be. And the people who fear risky work are taking the biggest risk of all.

Any agency worth its salt should be primarily concerned that its work works. They should also care about awards because as dopey as they are they’re all we’ve got as a yardstick for measuring creative (and creative people) and every agency has to care about making profit or they won’t exist.

We all have to look our families in the eye at some point. The number of nights that Janet watches tv with her family and says ‘I apologize for my industry’ is huge. We have to do it. Be interesting and entertaining so people will pay attention. Be clear and relevant so people will respond to our work. And our clients will make money so we make money. Otherwise, we’ll die.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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