After visiting at least three of the Web sites listed in Exercise 1, develop a mission statement for two hypothetical new advertising agencies. The first agency is small, has an irreverent edge, and is primarily dedicated to working for nonprofit clients. The second agency would like to represent luxury goods companies looking to add young professionals to their clientele.

Data From Exercise 1

Advertising Agencies
Ad agencies often specialize in a particular type of business or focus on a special market and/or consumer. Visit the Web sites for the following agencies:
■ Bates/Lee: www.bates-lee.com
■ BBDO: www.bbdo.com
■ Crispin Porter 1 Bogusky: www.cpbgroup.com
■ DDB Worldwide Communications Group Inc.: www.ddb.com
■ Fallon: www.fallon.com
■ Foote, Cone & Belding: www.fcb.com
■ GroundZero: www.groundzero.com
■ JWT: www.jwtworks.com
■ Kirshenbaum Bond 1 Partners: www.kb.com
■ Leo Burnett: www.leoburnett.com
■ McCann-Erickson: www.mccann.com
■ Modem Media: www.modemmedia.com
■ Muse Communications: www.museusa.com
■ Ogilvy & Mather Worldwide: www.ogilvy.com
■ RPA: www.rpa.com
■ Saatchi & Saatchi: www.saatchi-saatchi.com
■ TBWA Chiat/Day: www.tbwachiat.com
■ TeamOne Advertising: www.teamoneadv.com

■ The Phelps Group: www.phelpsgroup.com
■ Webfactory Ltd.: www.webfactory.ie
■ Y1R: www.yr.com
Answer the following questions for each:
a. What is the focus of the agency’s work (e.g., consumer, business-to-business, ethnic, general market)?
b. What are the scope and size of the agency’s business? Who makes up its clientele?
c. What is the agency’s mission statement or philosophy? How does that affect its client base?
d. What is the agency’s positioning (e.g., creative-driven, strategy [account]-driven, media-driven)?
e. What is your overall impression of the agency and its work?