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The relationship that defines the process. Even if everybody, agency and client, manage to start off on the right foot, the process of making great communications or, well, even crappy advertising is chock full of opportunities for the whole thing to fall apart along the way. This usually ends up producing advertising that doesn't work like you expect it to. This creates animosity. This causes account changes. And then, sadly, the whole process repeats itself. Lots of those opportunities to fail are the client's fault. And lots of those opportunities are the agency's fault. And all of them are deeply embedded in the way agencies and clients traditionally work together. But, advertising is a service. No matter what anybody says, it is a serv- ice. So, it's incumbent upon the provider of that service to provide, um...good service. That means the agency is responsible for change. I absolutely do not mean it's the agency's job to do what the client says, whether it's good or bad. That would be bad service. I do mean, though, if the advertising isn't working, ultimately, it's the agency's job to correct it. Even if what needs to be corrected

Table of Contents for the Digital Edition of The NXT Big Thing - Vol. 1, No. 2 - June, 2006

The NXT Big Thing - Vol. 1, No. 2 - June, 2006

The NXT Big Thing - Vol. 1, No. 2 - June, 2006 - (Page Cover1)
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