Co-creation Is Key to a Successful Agency-Client Relationship

Shared failure can be a great teacher

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For an ad agency to be a successful business partner, it’s important that it truly act as a partner. And, as scary as it may seem, that means inviting clients to partner in the ideation stage of the creative process.

Illustration: Sam Island  

After all, no one is more entrenched in the individual nuances of a brand than the day-to-day business leads. They live and breathe the company, day in and day out.

At DDB, we call this philosophy co-creation, and it is always the way that I prefer to work.



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