David Kenny offers his ideas for how to run hyper-efficient agencies.

Kenny:    I think that the most important way to make advertising efficient is to listen better to people.  People tell you what they’re interested in.  They tell you what they need, they tell you what they care about, they tell you what communities they’re in and they tell you how they entertain themselves, and I think if you listen to all of that and put your message in their environment, whether it be in their social network, on their Facebook page, respond to them directly in search, all of those things are efficient because you’re connecting to the people that you matter to, and you’re not wasting the time and money of people who are really not interested in your product, or it isn’t relevant for.  So, you take a lot of waste out if you listen first and then talk.