"It has taken more than 20 years to get to this point, but at last advertisers have decided that 'Creativity' is no longer the most important criterion in their selection of an advertising agency. When choosing an agency, advertisers now rank 'Professionalism and Reliability' as their most important selection criterion, over 'Creativity' which now shifts to second place for the first time in two decades," says Clive Webster, Senior Partner at Objectivity (Pty) Ltd.

Objectivity is acknowledged as South Africa's leading Perception Measurement and Management firm and has been measuring the perceptions held by advertisers of their own advertising agencies for 21 years. The company conducts these annual measurements to refresh its comprehensive database of local advertising agencies. This database is the backbone of its Advertising Agency Selection service for advertisers, a service which objectively identifies and short-lists ad agencies based on the advertiser's unique selection criteria.

Webster says it is important to note that while creativity as a decision criterion has shifted to second place in the Importance Index, advertisers still demand the same 'Desired Standard of Performance' of their agencies in this regard. The Desired Standard for creativity stands at 6.1 on a seven point scale, where seven represents perfection. This ability to quantify the Desired Standard of Performance is at the heart of Objectivity's unique Perception Measurement methodology and it is important to note that no other company in the world is able to measure this standard.

Creativity's downward shift however remains significant and is an indication of the fact that advertisers are increasingly less impressed by creativity alone and are becoming more demanding as regards service delivery. Webster is quick to add that while original/creative advertising can be the most effective kind, this is only true when that advertising speaks to the actual needs of the audience being targeted.

"Creativity and the pursuit thereof for its own sake alone, is what so often results in advertising being merely a spend as opposed to the investment it can so easily be. This is why it is so encouraging that advertisers are beginning to realise that there is more to advertising than creativity alone.

"I would personally have preferred to see the criterion that currently ranks eleventh, in first place - that is Effectiveness/Cost Effectiveness. When this does one day rank first in the Importance Index, as I'm sure it eventually will, it will mean that advertisers finally acknowledge that advertising and the effectiveness thereof can be measured. For now though, this shift represents a quantum leap for the industry. It is great progress."

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While Objectivity declines to divulge the names of clients who have availed themselves of its Advertising Agency Selection service, suffice it so say that the list reads like the Who's Who of corporate South Africa. This in itself is not surprising, because, as Webster points out the clients using this method to select an ad agency are as forward-thinking and innovative as the selection service itself.

For more information on Objectivity and the services it provides, visit the Web site at: www.objectivity.co.za or call 011 465-7160.

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