by: Scott Goodson
Someone sent me a direct Tweet today asking "what are the essentials of a lasting client and agency relationship in these new economic times?"
I don't think they've changed much from the advice Mary Wells wrote about in her famous book about account management.
My list includes:
- Honesty. Whatever happens, client and agency, need to tell each other the truth.
- Trust and mutual forgiving of mistakes, which are unavoidable on both sides.