Whats the most important characteristic of a successful client relationship?
A. First and foremost, were interested in the fit between us and the clients with whom we work. This is basically a communication question: we must mutually assess our ability to communicate effectively, both objectively and subjectively. The marketing disciplines have become considerably more science- and technology-based with the onset of the Web, measurable return practices, and risk management capabilities. However, there are still many aspects of the business development and creative process that require like-minded intellectual transparency. The capacity for mutual trust is also a critical factor.
