The best Advertising Agencies in Amsterdam

What you are buying

Creative: the idea, the scripts, the art direction, the assets. Judged subjectively and delivered in bursts.
Media: planning and buying inventory. Judged numerically and delivered continuously.
One supplier for both is simpler. It also removes the person whose job is to say the idea is not working.

How it is priced

44%Project fee, creativePer campaign, with production quoted separately.
34%Media commissionA share of the placed budget.
22%RetainerOngoing creative capacity for brands running continuously.

Rough share of engagements. Production is a separate line and routinely the largest surprise in a first campaign budget.

Running the selection

Judge the idea against the brief, not against your taste. Write down what the campaign is for before you see anything, and hold it up next to each route.

Ask what the idea costs to produce in the version they are showing you, and in the cheapest version that still works.

Insist on seeing how the idea behaves in the smallest format. Great work that only lives in a hero film is half an idea.

Put these in the contract

Production budget separated	Creative fee, production cost and media budget as three numbers.
Usage rights	Which markets, which channels, for how long. Renewals are expensive and easy to forget.
Talent and music terms	Where the recurring costs hide.
Adaptation plan	How the idea travels to smaller formats and other languages.
Kill criteria	What result would make everyone agree to stop.

Ask before you sign

What is the cheapest production of this idea that still works?
Which rights are included, for how long, and in which markets?
How does this work at fifteen seconds and as a static frame?
Who is on set, and what do they cost?
What would tell us this campaign is not landing?

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