Clients that ask an agency “What can you do for us?” overlook a major component of the exercise.  A good campaign, an impactful ad, and dynamic effort requires the participation of the client.  Great work requires collaboration.  The better question is “How will you work with us to make a difference?”

Clients always ask what experience does a shop have in their particular category. The better question is “What experience does a shop have with reaching the target market?”  Agencies don’t need to know the product as well as they need to know the audience.  One of the most successful media campaigns for a personal injury law firm we had came from an idea my old friend and media planner, Dave Beckert, had for a fast food restaurant.  Same audience.