August 18, 2003

The "infamous" Portguese Ad ranking

This top 10 ranking has been surrounded by controversial insights & opinions by a "big" minority within the portuguese Ad business. Some ask why does the volume of business of some Agencies is a guaranteed card to "knock out" some big clients and accounts. Especially now that Galp Energia (one of the biggest energy companies operating in the Iberian Peninsula) is reviewing its communication account (whose incumbent agency is Leo Burnett) and will choose its future advertising partner on the basis of the top 10 agency volume of business. Leaving outside great local creative agencies such as TBWA and DDB.
QUESTIONS: Are agencies with a bigger business volume and biling capacity, more creative than other small agencies? Are they always more effective in delivering results to their clients?
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