By Ayesha Salim

The client-agency relationship can sometimes be fraught with poor communication, misunderstandings and mismatched goals. So how can the two work better together? Agencies just need to become more “courageous in their convictions”, according to Zefr‘s co-founder and co-CEO, Richard Raddon.

Following Zefr’s panel discussion on these issues at Cannes Lions this week, he says: “Even though, many times the clients won’t love the answers that they hear, it’s through that commitment of being transparent that ultimately the client can reach the best decision in the process of marketing and committing their media dollars.”

His sentiments are echoed by Read full story ›

Source: The Drum