Clients: The Mysterious Creature

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

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Ah, the wily client!

So desirable! So necessary! And yet…so mysterious!

For those of us on the agency side (especially agency leadership), so much of our time is spent stalking the elusive New Client. We know they’re out there – not a day goes by that we don’t see evidence of new opportunities in the industry media – but the ones we want seem to be beyond our grasp. And even if we get the chance to court them, it’s difficult to know what will make the difference between getting hired or getting kicked to the curb. What do they want? What could we have done better? Where did the pitch go wrong? Read more

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