Opinion: From our Readers - 'Agency vs client' model is rubbish

Christian J Schultz (Letters, 13 March) argues there are no rubbish agencies, only rubbish clients.

While he concedes that not all agencies are perfect, he perpetuates the myth that it's agencies versus clients and clients versus agencies when it comes to blame.

The only rubbish thing is that model. We need to move from seeing ourselves as agencies that 'do' things to clients, and to a recognition of our role as consultants who work 'with' clients, co-creating and sharing the successes and failures. Clients and practitioners invest a lot in these relationships; they must not take on passive or combative roles. The consequences - knowledge loss and reputation damage - are too great to get it wrong.

It's time to throw out the rubbish models and develop the new partnership model.

Dan Doherty, chief executive, Cadence Market Strategy

Email letters (200 words maximum) to prweekletters@haymarket.com

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