Beware the amazing case study!

I am researching case studies and stumbled on this very well done case study: Integrated Marketing Campaigns and Pink Ponies: A John St. case study - which does a great job of showing how an agency can present just about anything as a roaring success.  It's a fun video to watch - but definitely triggers a thought about making sure that: 

1. You are executing campaigns that have clear business objectives and... 
2. The metrics by which you are going to measure the success of the campaign,  and the impact those metrics have on meeting the business objectives in #1 are both clearly laid out ahead of time. 

Enjoy the video - and then think about how many of these videos agencies have presented to you as representations of their success.....