Client collaboration isn’t the creativity killer you think it is
DPR&Co’s Phil Huzzard makes the case for client collaboration, and explains why Don Draper’s ‘black box’ method doesn’t work in today’s landscape.
‘Clients get the advertising they deserve’ is an industry adage that dates back to the last century. It’s rarely repeated in the presence of clients, and only ever when things are going well. On one level, however, it’s true.
Clients who strangle the creative process through the need for control, or those who rely on focus groups to make decisions for them, end up with blancmange.
Here’s the rub though. Most clients are as committed to excellence as we are. It’s just that their view of excellence differs their agency’s.
So what does it look like when client and agency are as one in their drive for creative excellence?
