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When it comes to the client briefing process, we are in a place where, according to the IPA, one partner in the client-agency relationship thinks they’re getting it right 80% of the time and the other partner thinks they’re getting it right … only 10% of the time.
In romantic relationships, that sort of imbalance would surely lead to divorce. Or at least a good few ding dongs. I might be so bold as to suggest that, in adland, it points to a default transactional or even dictatorial relationship pattern, being repeated over and over again across the world.
Having
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