I used to think that great work would lead to a great relationship. Now I think the opposite: a great relationship leads to great work.

I used to think that great work would lead to a great relationship. Now I think the opposite: a great relationship leads to great work.

In that initial frenzy of activity, don’t forget to ask your client, “What do you want this advertising to do?”

You need to begin every client relationship, and every client advertising effort, with a clear understanding of what the client wants to achieve. Be sure to ask about the business goals, the sales goals, and the communication goals. Ask about the response the client wants from the key constituencies: customers, pros pects, employees, company manage

trust is the very foundation of a great relationship.

relationships matter more than technical expertise.