I grew up at the fag end of the golden age of tennis. Just old enough to witness Connors, Borg, McEnroe, Lendl, Becker and the very young Agassi and Sampras. I always admired Lendl the most because he had the least talent and probably did the most with it.
Lendl wasn't a natural and certainly didn't have the advantages as poor Czech boy. But he pulled himself and MADE himself great. He was never an unstoppable talent like Becker or impish genius like McEnroe, but he made himself into a tennis machine that was never a jaw dropping joy to watch, but was always reliably consistent. His trademark killer forehand and rocket serve just never let him down.
There's lots to be said for being more of a Lendl is this business and less of a McEnroe.
On an agency level, there are 'hot' shops that burn very brightly for awhile then fizzle out, because they have had some amazing moments of inspirational genius, but can't get consistency. When they're good, they're very, very good but when they're bad, they're horrendous.
Only a few achieve both excellence and longevity. Yes, they might have famous iconic examples of genius, but what's more important is a look at the whole portfolio.
The actual money often comes from clients who are not ready for 'out there' work and more importantly, their agencies know when solid work is more important than the the fireworks.
Look at the portfolio of long terms successful agencies, the ones that are not money making network behemoths, and you see consistency. Eventually hard work, determination and high personal standards always win over rampant creativity and waspish genius.