Halfway through the process, we bring the client in. It’s a shirt-sleeves session. No effort to slick up the ads, just felt tip roughs. We don’t talk about techniques, only ideas. We don’t even try to sell. It’s just a matter of telling the client, “Here’s where we stand; here’s how we got where we are.” That gets the client involved—and at a point where the client can contribute and also have a sense of ownership in the campaign.
Co-founder Chiat Day