Ad agencies - Looking out for your business or theirs?

As Cannes film festival sits upon us, I am reminded of the hype and pep talks at agency meetings given by the agency owners on the importance of winning a Golden Lion.

At first, you get caught up in the moment but after returning to your desk, the reality of helping your clients achieve their goals comes into play.

Often times Account Directors or leaders with the clients best interests at heart have to battle with the the creative leaders of the agency. You see, more often then not, agency principals and their creative teams focus on what 'creative' campaign will win them an award and get them some visibility as opposed to, "lets do what's best for the client and focus on their objectives".

Take a look around your agency. I am sure their are plenty of folks frustrated with the amount of focus the agency owners are giving toward winning awards.

The agency model is slowly imploding in onto itself. I know not all ad agencies treat their clients like this but this seems to be the prevailing trend. Just ask folks who are in the industry.

Ad agencies need to be more selfless, not just for their clients well being but also for their survival.