This is true, particularly for direct marketing agencies, but many traditional agencies are focused more on brand-building than CPA/CPL. Selling to direct mark

This is true, particularly for direct marketing agencies, but many traditional agencies are focused more on brand-building than CPA/CPL. Selling to direct marketers is much easier than traditional agencies for this reason. There's a million people banging on the traditional agencies' doors with some pitch or another, and so long as selection is not based on concrete performance data, the media buys are based more on perceived brand credibility and agency connections. I know from experience that this approach has a frustratingly long sales cycle (i.e. >12 months) and involves a lot of politics between brand managers, agency people, sub-agency people, outside consultants, product managers, ad nauseam, any single one of whom can tank a deal if they want. Direct marketers however are much more willing to try something out and see if it works.