Office politics is no picnics. Which is why, when things don't go the way a company wants them to, it's much easier to fire the ad agency of record than it is to dig deeper and root out the core problems that are actually holding the company down. The company will then make a big deal out of finding that new agency that will come up with some magic that will fix all of their problems. And they usually will try to do this by paying less money than they did the last time around.

No wonder the typical agency relationship will be lucky to last three years. If a company thinks it can chase success than less money than it paid for failure, it's not going anywhere.

We're not saying that advertising is broken. But the system it operates in currently leaves a lot to be desired. Which is why we looked in the mirror and took a long look at our industry and analyzed the problems we saw recurring over and over again, and came up with a new strategy for working in advertising?

We can't fix our industry, but at least we can fix ourselves.