The company was founded with a few simple principles around media, which still hold true today. Clients are
50% responsible for the success of any agency relationship. Agencies are hugely powerful levers for marketing success but are complex and can be difficult to manage.
The quality of the brief will always be the biggest influence on media success.
Agencies should only earn profit from practices which create value for their clients.
Agencies will need to find ways to work productively with procurement to treat media spend as an investment rather than a cost.
Best practice in media will always give a competitive advantage; being more effective than your competitors means your marketing drives more business.
The more effective every dollar of media spend, the less you need to spend. But once you can understand a positive
ROI from media spend, you may actually spend more.