If you are the head of a small company or the advertising buyer of a large international corporation, You should buy and treat this book like your bible.
Getting The best out of your agency
~a clients view~
By Anthony Simonds-Gooding
"At the top of the list is the imperative of having a clear point of veiw. Being predictable and consistant is the single most important attribute a client can have.Creatives are the worlds least secure people, and so they look for consistency and a clear set of logical principles as a shipwrecked man looks for a raft.It is the unpredictable client who above all else destroys the agency's morale. This unpredictability can come in the form of an individual, or all too often through over-frequent changes of personnel and organisation."
You can buy this book through the D&AD;
9 Graphite Square
London SE11 5EE
Telephone:+44 171 582 6487
Fax:+44 171 582 7784