In Guyana, we tend to call the agencies with a couple of staff running around, ‘big’ agencies. Which is probably a fair assumption to the untrained eye.
But my friends, we need to measure advertising agencies by its ‘correct units’. In the creative world, it’s ideas, client responsiveness and sales outcomes that matter most.
Not the number of ‘bodies’ that are on the payroll. And most certainly not the number of years an agency has been in existence. It should be about what they are producing TODAY? Is it any good? Are their campaigns increasing the sales of their clients’ products? Are they doing so without compromising the integrity of brands? That level of reasoning.
Now, now! I know local advertising agencies do not have it easy. You struggle in a world where most clients do not value creativity and, where good, trained staff in this particular segment is hard to find.
But those are the challenges we happen to face in Guyana. What’s important is, we must not allow it to change us. We must change it!
Transform the industry man. Bring back the spark and integrity of our advertising profession. Do good work and compel your clients to go with it. Pretty soon, they are bound to get used to higher standards. Just stick with it.