cobyneill

I’ve worked at 10 ad agencies and have seen many client/creative relationships work and die.

If your either looking to keep and find a great relationship with a creative or a creative with a client
here are the rules you need to follow.

1. Never take either for granted.

2. Always respect the other’s talents.

3. Be bone clear with money matters.

4. Clients always pay when you say you will.

5. Creatives always deliver creative when you say you will.

6. Show actions of loyalty. This will dedicate the creative in emergency work times and loyalty
will keep a client from finding another creative.

7. Creatives need to do their best work every time.

8. Both need to respond to emails and phone messages to each other fast.

9. Clients need to pay a respectable creative pay.

10. Creatives need to be counted on to deliver.

11. Creatives need to involve the client at the exact points the client expects.

12. Creatives need to keep a project on budget. If the job looks like it is heading higher,
the creative needs to inform the client before more time is put into the job.

13. File ownership needs to be outlined before the client and creative work together.

14. Creatives need to provide the client with excellent service. The rule here is to think
of how you would like to be treated, then ratchet it up one.

15. Pull the best out of the other. Communicate and ask questions about the clients business.
Creatives - don’t just be a creative projects guy. Be a thinker for the client’s business. Client
pull thinking out of the creatives. They love to be involved in your business and feel like they
are a big contributer.

16. Creatives need to keep providing their client with information that is important to that client.

17. Creatives need to bring extra value to the client.

18. A client needs to show sincere appreciation for the creative, idea thinking effort
that the creative brings to the table.

19. Break bread together. And often.

20. Really care about each other. Each other’s family. Interests. Give a damn.

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