In the world of advertising, everyone carries their own definition of “success” in their pocket.
Some look at the numbers,
some at award lists,
some at comments,
and some at that quiet inner feeling that says, “Yes, this works.”

So really…
Who defines success in advertising?

The brand?
The agency?
The algorithms?
The consumer?
Or something else that no one says out loud?

There’s no single, clear answer.
And that’s exactly why it’s worth talking about.

The brand says: “Does it sell?”

This is the most common definition—and it’s not wrong.
After all, advertising exists to grow a business.
It’s hard to call a campaign “successful” if it doesn’t contribute to sales or the brand.

But there’s a small detail here:
Not every ad has to sell immediately.
Sometimes an ad builds trust.
Sometimes it positions the brand.
Sometimes it bears fruit years later.

From the brand’s side, success is often read through results.
But not every result is the product of a single moment.

The agency says: “Is it right?”

For an agency, success lives in a more intuitive space.
Was the brief solved correctly?
Does the idea fit the brand’s soul?
Does the work feel like our work—or could it belong to anyone?

In agency life, sometimes the numbers aren’t great, but the work is right.
Sometimes the numbers soar, but the work excites no one.
And let’s be honest:
Agencies defend certain ideas.
Because they know those ideas can stand the test of time.

Awards say: “Is it different?”

The awards world is a universe of its own.
It rewards creativity, courage, and innovation.
But winning awards ≠ being successful for everyone.

Some great work never wins awards.
Some award-winning work never truly lands in the brand’s world.
Awards matter—they inspire.
But they are not a success metric on their own.

The consumer says: “Did it catch me?”

Perhaps the quietest, yet the most honest jury of all.
Consumers don’t ask:
– How many awards did this win?
– Did it hit its KPIs?

They feel:
– Does this feel close to me?
– Did it interrupt me, move me, make me think?
– Did it make me feel something about the brand?

Sometimes an ad’s success is hidden in a single sentence:
“I stopped when I saw this.”

And then there’s the success definition no one really talks about

There are some campaigns in advertising…
That everyone senses at the same time, but no one says out loud:

“This won’t harm the brand in the long run.”

This is a very valuable success criterion.
Not everything that gets attention is good.
Not every talked-about campaign is right.
True success is sometimes this:
– Not exhausting the brand
– Not damaging its identity
– Not risking long-term trust for short-term applause

From the 1,618 Agency perspective…

For us, success in advertising cannot be defined by looking at just one thing.
Success is when a campaign:
• Truly contributes to the brand’s business
• Builds a sincere connection with the consumer
• Makes the agency say, “Yes, this is right”
• And is durable over time

Sometimes that success shows up as a number.
Sometimes as a quiet impact.
Sometimes as a transformation noticed months later.

Conclusion: Success in advertising is not single-voiced

In advertising, success is not always announced loudly.
Some work grows quietly.
Some gains meaning over time.

Maybe the real question is this:
“Who—or what—does this work serve?”

If the answer is clear, success finds its own definition.