By Jono Marcus

I read the following blog with interest “Clients are agencies’ best friends…”, and while I agree with the general call from the legendary Matthew Charlton to not “form relationships [with clients] without depth and integrity” (as well as his contention that fee-grabbing is a quick way to ruin client relations), there are other larger priorities at play for agencies too.

Simply imagining clients are your best friends and acting accordingly, can dampen down other crucial agency impulses.

The most crucial role for an agency is to inspire the client through three methods:

1. Create a potent, evocative shared client/agency goal.

2. Focus the Read full story ›

Source: The Drum