By Matthew Charlton

Was there ever a more amusing invitation than a potential client inviting an advertising agency to talk about themselves? The code word for it is “credentials” or the shortened version “creds”. I can assure there is rarely any cred attached to these meetings. It’s like taking the pin out of a hand-grenade and then putting it under everyone’s chairs.

Hence so often agencies get it 100 per cent wrong and look like complete idiots.

I think it starts in a bad place because unknown to the client, the agency has spent more time arguing about the font, font size and visuals in Read full story ›

Source: The Drum