Good agency, from client’s perspective:
- Adds value to strategic discussion, not just gofers
- Treats clients’ money as if it is their own (assuming they are good with their money)
- Transparency in billing
- Right chemistry; yes, the ‘like factor’ is critical
- Responsive (almost a prerequisite)
- Gets the attention of the agency’s biggest brains
- Agency personnel use client’s products/services (can’t work for KFC and live in RC unless it’s for research purposes)
- Fights for their work; not a pushover
