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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.
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.