What Makes a Good Client in a Project World?

I’ve been thinking a lot about how the industry is changing off the back of the disruption caused by COVID-19. The changes are clearly going to be significant and none more so than in the relationship between creative and client.

It’s always been true that at the heart of great work, you’ll find a great client. Someone with the foresight and courage to back challenging thinking and be a champion for it. Of course, it’s easier to back an idea when there’s trust that’s been built up over time between client and agency.

Unfortunately, as we shift into more project-based engagements post COVID this is a luxury that less of us will enjoy.


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