"Now, they want to bring back a creative reputation that was somewhat tarnished."

"It's kind of amazing that they've built the creative reputation they have on the basis of one high-profile national client," he said.

To succeed, most rely on their creative reputations for producing the innovative work not usually found at many larger agencies.

And both agencies take pride in their creative reputations.

It had a big creative reputation, and its people were frequently picking up awards at advertising competitions.

Angelus' business distinction is equally as strong as his creative reputation.

Through hard work, the agency has developed a first-class creative reputation.

"It's an agency that has a strong creative reputation - vital to turning around a situation like the one they're in."

One client said: "Y.&R.'s creative reputation has for 10 years been better than the reality.

Although he has earned a great deal of money from those licenses, their proliferation diminished his creative reputation.