How an Agency Evaluates a Client

Bob Isherwood and Kevin Roberts

Twenty characteristics that a good agency (Saatchi) looks for in a client – otherwise they won’t take them on.

How an Agency Evaluates a Client

Kevin Roberts and Bob IsherwoodSaatchi & Saatchi

The client has the power! Agencies are out there begging for accounts — give us the leftovers, anything! We'll beat down your door to snatch the revenue our shareholders are crying out for. We'll jump at the most meager scraps, snap at any opportunity. Beat us and watch us smile while saying “more, sir!” Put our accounts into review every six months. Nah, just put them out to pitch — again! Whoever pulls the purse strings controls the relationship, right?

THIS IS NOT THE...

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