Attention Agencies: Why Have Freebies on Web Site?

In his letter [Feb. 25], Brian Moore complained about the quantity and quality of what he found when searching the Internet for agency ad samples for classroom presentation.

He failed to mention he expected to find them for free.

Why should agencies pay so thatcompetitors, job seekers, students and bored surfers get free samples?

Why should an agency attempt to showcase their outstanding TV spots, print executions, outdoor or radio ads, but limit it to the dimensions of a client’s small monitor?

Who’s pushing agencies to load up their Web sites or contract with third-party sites to grandstand their work?

New-business consultants caution agencies not to show creative work until there has been some meaningful dialogue with the prospect; not to risk showing creative samples destined to fail (low-resolution thumbnails, small-screen display), or work (in style or content) predictably off-putting. The pros don’t do that.

Behind great agencies lurk great clients. Without that whole truth, collecting creative is not the place to start a search.

Moore, or any serious client, is better served to begin with a handful of prequalified agencies (selected on attributes and written arguments), then arrange with those agency executives to review appropriate creative samples together.

Moore suggests agency sites should address the needs of their target audiences. That being the case, agencies should develop inventive online methods to impress and entice the Web site visitor—not waste money on revenue models that only benefit others.

Charles Meyst



Glen Allen, Va.

In IQ’s Top 50 Interactive Agencies [Feb. 4], Edgewater, N.J.-based Multimedia Solutions’ headquarters was misidentified. … In an IQ story [Feb. 4], Mullen’s Edward Boches’ name was misspelled.