MARKETING FOCUS: Trading places - Clients and creatives don’t always see eye to eye. But help
15 Oct 1998 | by LISA CAMPBELL
The client/agency relationship can be a fraught one fed by myths and misunderstandings. Clients say agencies don t understand them or their business. They think ideas pump out of creatives as easily as sausages from a factory and can therefore be dismissed with a shrug. Creatives think clients are ruled...

