In our agency we trust
David Miln
Trust, or rather a lack of it, is an abiding concern for agency–client relationships. The agencies, their associations, the purchasing managers and client organisations are all presently engaged by the problem and what might be done about it. They are quite right to be concerned. Client trust in the agency's ability to deliver a significant creative contribution to their business is essential for a sustained relationship. When trust erodes the agency becomes vulnerable, confidence falls and the work suffers. This cycle is happening more now under the additional twin pressures of measured accountability...