The ad agency business has long been shrouded in myths, chief among them being the notion that a great idea is all it takes to succeed. It’s a romanticized belief that a single spark of creativity can transform a brand overnight. But the reality, as I’ve learned over years of experience, is far more complex. Great ideas are just the beginning; it’s the execution aka “the how” things are done that sets successful agencies apart.
The true measure of a creative idea isn’t just its originality or potential—it’s the ability to bring it to life. In today’s multi-layered, politically motivated client environments, successful execution requires more than just operational excellence. It demands deep collaboration, strategic insight, and the ability to navigate complexity while staying true to the core creative vision.
While it’s easy to argue that execution has become a commodity—thanks to advanced tools and an abundance of capable partners—this perspective misses a critical distinction. The real challenge isn’t execution in isolation; it’s execution under pressure, in environments where competing priorities, organizational silos, and political dynamics threaten to dilute great ideas. A CMO I really admire once told me, “If I can get 10% of your idea through my organization, I’ve won, and so have our customers”.
The agencies and professionals that thrive are those who don’t just deliver; they master the art of guiding ideas through these environments with integrity and resilience. This combination of creative ingenuity and executional tenacity is what sets the extraordinary apart from the merely competent.
The truth is, great ideas are everywhere. But what separates good agencies from great ones is their ability to bring those ideas to life. In today’s competitive landscape, ideation is just step one. The real challenge lies in execution—ensuring an idea maintains its integrity and impact as it moves through the many stages of development and delivery.
A lot of times a great idea will hold up—but it takes work. It’s not just about selling the idea; it’s about building the infrastructure to carry it through. That’s where the real effort begins.
Execution, as I’ve seen, is a multi-layered process:
The importance of execution has only grown as the advertising landscape evolves. Recent industry shifts, such as the merger between Interpublic Group and Omnicom, highlight the challenges and opportunities for agencies of all sizes.
For independents like us, these changes are a positive development. Big agencies require big clients, and they may become too large to serve some businesses effectively. That creates space for independent agencies to thrive.
Consolidation also leads to talent mobility, as seasoned professionals seek new opportunities. We’ll see talented people entering the market to start their own agencies or joining smaller firms.
Smaller agencies offer advantages that large firms often struggle to match: personalized attention, agility, and direct access to senior talent. While big agencies excel in scale and global reach, independents deliver a level of attentiveness and adaptability that resonates with clients seeking a more bespoke approach.
While ideas are essential, they’re only as valuable as the execution and vision that bring them to life. Successful agencies focus on pushing ideas further, testing them under pressure, and ensuring they resonate in the marketplace.
Competition forces agencies to refine their processes, sharpen their execution, and stay focused on results. For clients, the result is clear: more choice, fresh perspectives, and impactful work.
In a crowded industry, where great ideas are commonplace, the ability to deliver those ideas with precision and purpose is what separates the best agencies from the rest. Ideas alone aren’t enough. It’s the magic of execution, backed by a clear vision, that drives meaningful impact for brands.Modern agencies do the work. The work isn’t just the work product, it’s the getting there.