Yesterday, ad agency The Gate Worldwide ran an ad in The New York Times which killed a bunch of advertising sacred cows such as “Never say something offensive in a headline,” Clients should be charged based on hours worked” and ” It’s OK to act like a jerk if you’re talented.” The ad, which carries the headline, “Death to all sacred cows” along with the image of a cow with a gun pointed at its head, goes on to explain the agencies compensation system which involves three levels; idea compensation, commodity-based execution and a bonus structure that rewards both agency and client. It also impresses upon potential clients the importance of properly selling a proposed idea up the client side ladder which, if accomplished efficiently, can result in the agency offering a discount for time and money saved. It’s not that these ideas are new but they are just packaged so well that it’s worth calling out.
The agency’s website includes seven “gateisms” offered as guiding principles for great advertising.
