The best agency work involves the client as a partner in the "ideation stage of the creative process" because the client knows their brand in a day-to-day sense, writes Matt Eastwood, chief creative officer at DDB, New York. This "co-creation" process works even when ideas fail, because failures can bring teams together. "The basic premise is that no one person has a monopoly on creative thinking," writes Eastwood.
Why agencies and clients build it better together
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