5 Relationship Questions to Help Fix the Client-Agency Dynamic

How the project briefing process can be mended on both sides


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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in