A call for unexpected ideas

If clients and agencies are both to fully realise their aims, then a relationship is required that is based on the development of ground-breaking ideas and a focus on the future.

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...

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