On the Agency-Client Relationship

As a follow-up to my last post, there needs to be trust between the agency and the client for relevant, inspiring work to be created. I'll keep this post short and sweet because it's a relatively easy thing to grasp.

Trust comes from respect. So agencies, don't chase after clients and brands you don't respect. Nothing good will come of it. And clients, don't work with agencies you don't respect. Agencies are supposed to be the advertising and marketing experts. If you don't see them as such, why would you hire them to do your advertising? If there isn't respect, there isn't trust. And if there isn't trust the work won't be good.

That's it. Simple as that.