Agencies need to “grow some teeth” to rebuild trust with clients

Agencies need to regain the trust of clients, but must also push back against the unreasonable demands they often face in order to foster long-term success.

“I commit to saying, ‘No’ to clients who ask me to do ridiculous things in pitches.”

Mat Baxter, global chief executive officer of Initiative – an agency within IPG’s Mediabrands unit – was preaching to the choir when he drew the line in the new-business sand at the 4A’s (American Association of Advertising Ag

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