Avoiding a stand-off with clients

This paper argues that the traditional adversarial model of agency-client relationships, in which the agency is the committed `seller’ of an approach to a suspicious buyer, is often not appropriate for deciding what advertising to run.

Avoiding a stand-off with clients

Paul Feldwick

Q We are making the first TV commercial for a major client. The creative idea fits the brand well and is liked by the client. Qualitative research has come back saying it works well, but has also pointed out...

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