Hasta La Creative!

The escalating controversy over transparency provides all types of agencies with an unprecedented opportunity. With marketers poking, prodding, searching and questioning everything about the current state of advertising, there’s a chance for agencies to initiate profound change — provided they can truly determine what matters most to marketers.

And that requires clients/marketers to be transparent, too.

The opportunity starts with redefining an agency’s internal view of success. For decades it’s been about new business. Winning lots of it. Getting in the hunt, making the headlines, being perceived as hot, and mastering the art of the pitch and presentation. That worked for years, as long as the agency did its job and won awards.

Continue reading at AdAge.com