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Create, Connect, Convince by Jorg Dietzel

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6. Working with your ad agency

Client-agency co-operation is a people-business that requires strong people-skills on both sides. Agency staff, particularly creatives, are often very sensitive and need to be shown reward and understanding. Sometimes they even need to be pampered.

Overall, the client will get the best result from his agency if he treats the agency as a partner and respects its specialist knowledge and skills. The great thing about advertising is that everybody and their dog love it, watch it and have an opinion about it. But while no patient would tell his brain surgeon how to operate, clients often think they know better than the agency.

Okay, okay, it’s no brain surgery nor rocket science, but the rule still stands: If you ...

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