THE SMALL-FISH-IN-A-BIG-POND AGENCY.

From time to time when their billing gets shaky, large agencies will scramble for small accounts to tide them over the dollar crisis, They are driven by desperation, and thatıs just the kind of service youıll get - desperate. Large agency operations are not geared to the demands of small to medium size budget clients. You may like the sound of saying that your ad agency is something like BBD&O or Grey Advertising, but the benefit stops there. The pitch to get your account may be the last attempt at concerned creativity you get.

These large operations have no understanding of the merchandising and marketing problems of small to medium size businesses. They may do great things with full page color

ads in national magazines, but a half page black and white or two color ad in a trade journal is just not their cup of tea. The high-priced hotshots in a large agency are reluctant to employ their creative talents on trade magazine stuff. The agency also canıt afford to put them on a low-yield ad, therefore your account is handed to the new kid.

THE FACTORY AGENCY.

An agency where ads are produced by an assembly line. Quality and creativity are absent. All ads look alike. They are functional and thatıs about it. Each ad is turned out as it is needed.

No time is spent agonizing over a theme. Clients find the work satisfactory, until they learn better or need more. The prime aim of such an agency is to produce a profit, the clientıs profit picture is secondary. If the agency can make more money from a specific type of mailing-for example, if the owner gets a good price when he runs three catalog sheets together-then that is the setup he pushes on his client. Wether or not it would be the most effective method for his client is unimportant.

Perhaps you only require someone to turn out quick flyers, price lists, spec. sheets-the sort of material where only neatness counts,. If thatıs the case this agency is for you. Why pay for creativity you will never need?

THE STEPPING STONE AGENCY.

A young agency run by ambitious people, who are on the make for the big time. They are out to win attention and awards for themselves. The work they prepare is calculated to be smart-looking - the sort of ads that sell them but rarely you. Theyıll try to talk you into handsome four-color ads instead of a possibly more sales-promoting program in black and white, or two color. They are out to build a portfolio, not your business.

Itıs easy to be captivated by this sort of group. Theyıre usually enthusiastic, talented, and winning. Be sure however, that theyıre not getting ahead on your back.

THE PRO AGENCY*

A small personalized operation headed by one or two pros, experienced, creative professionals who work on each account themselves.

Clients get the benefit of the principals individual attention. You may pay more for their work, but usually not. They are not burdened by the large staff needed to operate The Factory Agency. You pay for creativity, not overhead. The Pro Agency will work closely with you. They will familiarize themselves with your marketing, manufacturing, and sales situations. They aim to build a permanent relationship with you, ultimately becoming your marketing and sales-promotion arm. You continually benefit from their tremendous experience and commercial wisdom.