Editorial: The reality of a virtually perfect client

Eureka! Out of the new e-conomy has emerged a hi-tech, fully-functional prototype of the perfect client. This client, which goes by the name of e-announce.co.uk, understands that ’chemistry’ has an enormous role to play in the close relationship that must develop with a consultancy. It also recognises that asking a cast of thousands to pitch wastes everyone’s time, and that if you offer a financial inducement to those agencies that do pitch, they will devote enormous time and creative energy to your brief.

Eureka! Out of the new e-conomy has emerged a hi-tech,

fully-functional prototype of the perfect client. This client, which

goes by the name of e-announce.co.uk, understands that ’chemistry’ has

an enormous role to play in the close relationship that must develop

with a consultancy. It also recognises that asking a cast of thousands

to pitch wastes everyone’s time, and that if you offer a financial

inducement to those agencies that do pitch, they will devote enormous

time and creative energy to your brief.



This new breed of more humble client, no doubt somewhat chastened by the

fluctuating fortunes of its peers, is also realistic about what can be

achieved within the budget and consequently consults with its agency on

setting spending limits. Let’s hope that this prototype goes into

production.



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