Avoiding a stand-off with clients

Paul Feldwick

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 that it may run the risk of being clichéd. The client is unnerved by this and the pressure is now on us to 'prove' that it won't be. What advice can you offer as to how to get around this?Planning director, small creative agency

AYour story seems to go something like this:...

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