If your medium sized enterprise is prepared to part with cold hard cash to show people your ad, you need to do everything you can to guarantee their action and attention. This means that if you’re going to invest in advertising placements, you need to have first invested in the creative to back it up.

For those of a nervous disposition, this is about getting yourself over the fear of additional investment and understanding that professional creative is actually your insurance policy in the risky business of advertising.

For the wannabe Don Drapers among you, it’s about acknowledging that you wouldn’t let your advertising agency make decisions about your area of expertise in the business, so it’s probably not a great move for you to insist that they use your ideas or take the idea you’ve been given and produce your interpretation of it on the cheap.