6 Rules to Making Inspiring Creative, Learned From Great Clients

They’ll push you to make memorable ads

Illustration of an industrial building with purple, yellow and pink layers and a lightbulb on the tallest one.
Working together with clients will help build a trusting creative process.

In my entire career, I can’t recall one instance of a client saying, “We’d like you to create average work. That’s all this brand needs.”

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Carter Murray is the worldwide CEO of FCB, an IPG-owned, global, fully integrated marketing communications company with more than 8,000 people in 109 operations across 80 countries.