Good Work

How does an agency do good work?

That seems to be the coal of most ad agencies.

I don't think there is one right answer, but a basic part of it is, have some balls.

Don't be a yes man. Don't be scared to tell the client no. But make sure you have a very good sound reason why you are saying no. The clients not always right, but neither is the agency.

But his can also mean that some of the clients you do the best work for won't be the ones you make a ton of money off of. So sometimes you need to determine what takes the importance to you.

I know a ton of good creatives. But I know very few good account people. That is a huge problem in producing good work. If the main contact for the client doesn't appreciate and understand the difference between giving the client something all parties can be proud of and giving them a piece of crap that anyone can do, you have a problem.

There's a lot more to this but at the very least everyone on the team needs to be on the same page and have some balls.

Cause good work grabs your attention. You don't grab anyones attention being a pussy.