What a surprise that clients want decent people who can come up with strategic ideas and not sell them a load of undeliverable nonsense. Isn't this just common sense?
It led me to thinking. What do we, as PR agencies, want in clients? I know we're not exactly awash with new business right now, but I think the industry needs to help the return to the glory days by acting with some confidence when it comes to clients.
Our best clients work in partnership with us, they respect our advice, they follow it, they challenge us and we challenge them. It's a team dynamic, not a master/slave one. When we are happy we all work harder, don't we?
I think clients need to take some responsibility for helping agencies deliver. To get the most out of an agency, which is only ever as good as its people, you need to take part in the creative journey.
Get fired up about your brand: enthusiasm is infectious. The best work I've ever done has been with clients who have a genuine passion for what they do.
Holly Ward, MD London, Euro RSCG Biss Lancaster