1. You Have to Be Faster and Smarter Than the Client.
   
   The only reason to hire an outside partner is because they bring something the inside team doesn’t. If your agency is figuring it out as they go, they’re not an asset—they’re a liability. Clients don’t have time for your learning curve. They want a team that’s already fluent, already moving,

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After all what clients really want (and need and want more than ever) are outcomes , not just processes, deliverables, and assets. It tilts those formative and vital opening conversations decisively - what better condition are you seeking? How would your company be different as a result of this work? What harm would be alleviated? How much would... See more

This is what happens when you fetishise "creativity" over effectiveness. Which is the default agency mindset . Being cleverly creative is only helpful if it's in ruthless pursuit of a commercial effect. Adland has a strong tendency to see "creative" as the outcome, not just one of the important parts of making one type of advertising more... See more