Campaign India Agency Report Card 2009

This is the most difficult exercise that we go through each year: The Campaign India Agency Report Card. The first task is to make a list of the agencies – creative and media – that we will include in the list. The next step is to study all that each agency has done during the year. Finally, we evaluate their performance during the year vis-а-vis the state of the agency as at the end of the previous year. In a funny way, the Agency Report Card (ARC) is like playing handicap golf.