In Search Of The ‘Perfect' Client

Mat Heinl, CEO at global creative company Moving Brands, looks at the change in agency-client relations

Industry stalwarts will remember the days of formal interactions between agency and client. Usually after an arduous pitch, a client would pay an agency to come up with insights and after rounds of revisions, it would sign the work off. The client knew what to expect and could direct the project, but at arm’s length. 

Today, creative teams undertake ‘sprints’ with other agencies, consultants and specialists. Clients work as part of a team and team members can be based globally. Deliverables are less rigid, instead the focus is on a process that yields the right output. In many instances, the task of preparing the brief is jointly shared between client and agency.