A call for unexpected ideas
Barbara FordKraft Foods
Last year, in an article for this publication, I wrote about “provocateurship” – the ideal relationship between an agency and a client, in which both parties are committed to generating breakthrough ideas through a stimulating relationship that encourages positive, dynamic, future-focused, creatively inspired conflict or tension. Unfortunately, what I've often seen since is a disturbing trend in precisely the opposite direction – a dangerous embrace of the expected.
These days, it seems that doing what is expected is enough to warrant accolades, good ratings, and even bonuses from clients. As one...