Ad agency philosophies and taglines of the global 700

An agency philosophy is one of the most distinctive features of the ad industry. But to understand it is to first recognise the point of one.

People have tried to predict the future since the dawn of time. Relying on tools as varied as the Oracle at Delphi to the Farmer’s Almanac. But most predictions are plain wrong. Some are right, as a matter of coincidence. Like a stopped clock, that gets the time right at least twice a day. But that hasn’t stopped us from trying to predict with certainty, what lies ahead.

The reason we’re attracted to certainty, despite its probability, is biology. Our primitive brains haven’t evolved to deal with the complexities of an uncertain world. So they use up every available neuron to regain control. Making sense of the world through tools like beliefs, patterns and models that offer confidence, direction and hope.

An ad agency philosophy is a tool to predict advertising successes. You’ll find 700 agency philosophies below. But to truly understand what an agency philosophy is is to first recognise the point of one.

Put simply, the job of an ad agency is to make something desirable. You can make something desirable by changing perceptions. You can change perceptions by persuasion. So the ad industry is basically in the business of persuasion.