Gunther's response to "Growth."

"Great post, Andy. Like you, I'm a serial optimist (and a small independent agency vet), so I also think that the "small people" can have it all. I also think you've made great points for being able to streamline internal processes, and why senior management needs to play an active role, particularly in pitches. (...) To William's assertion about having "powerhouse creatives in a pitch room", I'm not so sure I agree. I've talked to a bunch of brands lately, many of whom are sick of "celebrity" creatives - brand marketers want results, not inflated egos. Further, when you look at some of the great minds behind campaigns at larger shops, you also realize that these celebrities aren't necessarily generating those big ideas."

Gunther put his finger right on the problem with 'Agency Growth.' "Why senior management needs to play an active role, particularly in pitches."

This is a case where the left hand needs to know what the right hand is doing.

Agency growth is dependent upon two factors: How well the agency thinks it is doing, and how well the clients thinks the agency is doing. If you can keep both happy, then grow all you want. It is when the agency can no longer attain its standards, or those of the client, that the agency has to retrench.

Growth and effectiveness need to be mutual partners. As long as an agency is effective for its clients, no matter how it has figured out how to do it -- it should keep its growth going. But when the agency hits that window where internally the employees are complaining and the clients are not happy -- then it is a time to re-organize internally and also with clients.

Growth has a cap. When you hit it is determined by internal employee considerations and external client effectiveness.

SImple actually. If your employees are angry, you have a problem. If your clients are angry, you have a problem.

Either clone the guys that got you to the pinnacle by hiring new creative and business geniuses - or skinny down the business to contend with the business at hand.