“Creativity is to ads as product quality is to cars, airplanes and electronic equipment – it’s absolutely necessary, and it needs to be built-in to the product, but it is not the only factor that matters, and it hardly provides sustainable differentiation from one agency to another. True, one agency will be “hot” for a given period and will grow and win business (one thinks of Crispin Porter + Bogusky or mcgarrybowen in recent years), but then the wheel turns, and the hot creative agencies of today become targets for other upstarts – like Droga5, 72andSunny, or Anomaly – and are eventually superseded in the same way that professional tennis stars are eventually vanquished at Wimbledon.”

Michael Farmer, Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profithungry Owners and Declining Ad Agencies
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