“Transactional” relationships between clients and agencies can hinder creativity

“If you want to be a good client, don’t be a client, be a partner.”

Creating a quality and communicative relationship between client and creative agency can pave the way for innovative and rewarding results for both partners. In this ‘Ad Week’ article Burger King CMO Axl Schwan explains how important it is that agencies not be treated as creative “vending machines”.