Letting creativity thrive: Advice on client–agency relationships from Leica Microsystems

Joseph Clift

There is one question agencies should always be asking themselves when it comes to their clients: “Am I creating a relationship in which creativity can thrive?”

That’s the view of Ewan Carpenter, global marketing and communications director at Leica Microsystems, a company most famous for making luxury cameras and microscopes.

While speaking at the International Comms Planning Seminar, an event held in London in March 2014, Carpenter provided several pieces of advice regarding how to strengthen this relationship. “I do not have the silver bullet,” he admitted to the conference delegates. “But what I can at least give you is the experience I have [gained] in the 16 years I’ve worked both agency- and client-side.”

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