Route to success is a joint effort

Chris Walmsley (Letters, MW February 19) quite rightly asserted that to develop effective campaigns, agencies and clients should not underestimate the importance of the brief. The point is that it is a two-way relationship. Rather than getting frustrated at clients’ apparent ambivalence to a brief, some responsibility has to lie with the agency or consultant to guide clients through the process.

As a client, I would want my agency to make it as easy as possible to get to the nuts and bolts of the brief. By nurturing good relationships with clients, and developing an understanding of their business, “badly behaved advertisers” may have more respect for agencies.

If clients need educating on the important role of briefs or a more efficient way of preparing them, they should be given the tools to do so by those who can provide them.

Jerry Angrave

Marketing consultant

Nelson, New Zealand

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