Essential vs. Extra Credit: How Clients and Their Agencies Can Both Win Beyond the Brief

Greg Christensen

This paper discusses various ways in which agencies can go off brief - exceeding their clients' stated expectations of them.

Essential vs. Extra Credit: How Clients and Their Agencies Can Both Win Beyond the Brief

Greg Christensen

More and more, clients are expecting work that goes beyond what they've asked for. If their brief calls for a new print campaign, the agency may throw in a microsite. Or an out-of-home display. Or a guy with a rickshaw. It's wide open.

Clients don't discourage this because they're getting a greater ROI from their agency relationship. And the agency is fine with it because it gives them a few more shots at going to Cannes. Actually, even a win at the local...

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