When I see these listings for the Top Digital Agencies (Online Agencies) of 2009 (apologies - subscription required to Ad Age)

I have to sit and wonder, for Ad Age, is it really all about revenue? Being the top agency, is it really about awards?

How about the top award goes to the agency that completes the following:

1. Achieves Their Client's Goals
2. Listens to their Clients
3. Delivers quality work on time, under budget, exceeding response/return/etc..
4. Has EXPERIENCED people working with them and their clients

Shall I go on? This tends to hit the heart of the matter and you can't blame agencies for focusing on revenue - they absolutely need to make their money or good people will lose their jobs.

However, it tends to be marketer's faults for rewarding agencies that are all pomp and no substance.

I remember walking into an ad agency meeting room for lunch with a crew we were about to hire. They had 90 people in the room and they said you may pay for x number of people but you are getting 90. Nice trick, yes. However, I bluntly asked if my x people would be in on other client welcoming engagements and if so would I be billed for that time, jokingly.

This is not a dig at agencies, it's a warning for marketers. Just know, lists like this are informal (if not formal) way of becoming the top agency. CEO's pull out these lists and start calling from the top. CMO's do the same. Just know for some organizations it is about - Revenue. And the only way to make money is to create work and refer work.