Note number 4

Here’s a link to a very interesting article (thanks Clay, who pointed me to Adland for this) instructing how to hire an ad agency. Note number 4 in the “don’t” section in particular (no spec!) and the reasons why.

The other bits are applicable to us as well. For example, the part about geography is a reflection of what I’ve been teaching in the other creative industries (like photography)–it no longer matters where you are anywhere near as much as what it is you offer. Make it special and find the right people who want that kind of creative vision.