The following tweet…
by David Armano (who was live-blogging Claudia Kotchka’s presentation at the Institute of Design Strategy Conference) inspired Paul Isakson to write the following missive:
Don’t go to your agencies and ask them to create an _______ (ad, web site, etc.). Bring them the problem you’re trying to solve and see what they come up with.
Having worked at agencies on and off for the past 10 years, this ideal client/agency relationship is, in reality, difficult (but not impossible) to come by. That being said, it should absolutely be the ideal that we strive for and when you get it, you have to nurture it.
If you don’t step up and show that you’re able to think and synthesize a client’s business problems into a compelling experience for their users, you’re likely to find yourself executing on something that’s already been decided upon before your company even got involved.
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