I saw this headline on B&T.com recently (full article here) and was struck by an uncanny sense of deja vu.

Call me a little old fashioned, but surely an agency not focused on delivering results shouldn’t still be in business. They should be parked alongside the dinosaur or sitting at the bottom of the sea next to the Titanic.

All clients are measured on results so why aren’t all agencies focused on results?

If I wanted a mug for my coffee, I wouldn’t use one made out of chocolate! I’d use one fit for purpose. So why do clients still use agencies that aren’t focused on results?

What I find most shocking is that it isn’t just comments from a minority. The article quotes that 67% of Australian marketers say ad agencies are still not results focused.  That’s over two thirds of the market.  Wow…and they’re happy with their existing agency?

When we set CUBED up 5 years ago, we said our raison d’etre was to deliver results to our clients.  The formula we live by – the one that appears on all our agency materials – is ‘Data x Targeting x Creative = Results’.

Now, I never thought of myself as a rocket scientist but it strikes me that 5 years ago this was revolutionary and even now, it seems that it’s a visionary approach.

And as much as I’d like to see the advertising industry pull its socks up and focus on what’s right for clients, the selfish part of me hopes the secret stays amongst us few and our results continue to speak for themselves.

Cheers,

Mike

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Tags: b&T, mike chuter, results