Encouraging “Provacateurship”

Argues that the best relationship between a client and an advertising agency is one of constructive conflict, based on a strong foundation of mutual respect and trust.

Encouraging “Provacateurship”

Barbara M. FordGlobal Advertising Kraft Foods

While the marriage analogy is often used to describe the client/agency relationship, I actually think that if it was a marriage, it would be easy. My husband and I don't have meetings where he presents recommendations that I then test. And if my husband has a bad day or misses a deadline, I don't solicit input from other husbands.

At Kraft, we place a very high value on our agency relationships. We know that we owe a lot of our success to our agency partners and we appreciate that a strong...

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