The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For...
description
Transcript of The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For...
![Page 1: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/1.jpg)
![Page 2: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/2.jpg)
Hi, I’m Tim Leake.I work at RPA as SVP/Growth & Innovation.
![Page 3: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/3.jpg)
@tim_leake
![Page 4: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/4.jpg)
#GetNakedAtCannes
![Page 5: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/5.jpg)
If Clients don’t believe their Agency’s recommendation is in their best interest,
Cannes-worthy ideas die.
![Page 6: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/6.jpg)
My job is to apply creativity to make sure we succeed in the future. !
![Page 7: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/7.jpg)
And to succeed in the future, we need to improve our relationships.
![Page 8: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/8.jpg)
We’re proud of our relationships and our work. But we want to get better.
![Page 9: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/9.jpg)
THE FIRST TIME I EVER SAW A CLIENT NAKED.
![Page 10: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/10.jpg)
“Honestly, I simply don’t trust any of my agencies to actually solve my marketing problems.”
![Page 11: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/11.jpg)
My jaw.Floor.
![Page 12: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/12.jpg)
What else aren’t we saying out loud?
![Page 13: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/13.jpg)
So, we partnered with USA TODAY on a survey:Completely anonymous
143 senior-level agency & brand marketing leaders
![Page 14: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/14.jpg)
What leads to the best advertising?
84%81%
Longstanding relationships
![Page 15: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/15.jpg)
84%81%
What leads to the best advertising?Collaboration from start to finish
![Page 16: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/16.jpg)
84%81%
What leads to the best advertising?Clients trusting their Agencies
![Page 17: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/17.jpg)
98% of Agencies and Clients agree that trust leads to great advertising. !
Why don’t we have more of it?
![Page 18: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/18.jpg)
“Get with it. Think more. Embrace your potential and shake off your stupid, dated internal ways.”
CLIENT TO AGENCY:
![Page 19: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/19.jpg)
CLIENT TO AGENCY: “You slow us down. My professional success has nothing to do with your creative idea.”
![Page 20: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/20.jpg)
AGENCY TO CLIENT:“You’ve drunk your own Kool-Aid. You have no understanding of consumers at all. You think you can just show up and people will pay attention and swoon.”
![Page 21: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/21.jpg)
AGENCY TO CLIENT:“You’re most always your own problem. You can't get out of your own way enough to let the agency do good, business-changing work.”
![Page 22: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/22.jpg)
Four truths affecting trust:
![Page 23: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/23.jpg)
Considering we’re communication companies, we suck at communication.
![Page 24: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/24.jpg)
CLIENT:“As an agency, you need to leverage your supposed ‘expertise’ at communication to win over your clients.”
![Page 25: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/25.jpg)
AGENCY:“Your agency relationship is your opportunity to step outside your passive-aggressive double-speak corporate culture and speak directly. Stop doing to us what you do internally and give us more transparency to solve your problems and assist with your career objectives.”
![Page 26: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/26.jpg)
of Clients claim to speak their mind freely, even when it’s uncomfortable.88%
![Page 27: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/27.jpg)
But among Agency leaders who frequently interact with Clients, the number who agree this is true falls to: 36%
of Clients claim to speak their mind freely, even when it’s uncomfortable.88%
![Page 28: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/28.jpg)
“The single biggest problem in communication is the illusion that it has taken place.” !
- George Bernard Shaw
![Page 29: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/29.jpg)
We need to apply some creativity to what we mean by “creativity.”
![Page 30: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/30.jpg)
of Agencies and Clients agree we don’t have a shared definition of creativity.2/3
![Page 31: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/31.jpg)
What does “creativity” mean, anyway?
![Page 32: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/32.jpg)
What does “creativity” mean, anyway? The ability to transform marketing objectives into something that connects with people? !
![Page 33: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/33.jpg)
What does “creativity” mean, anyway? Non-literal, non-lateral thinking?
![Page 34: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/34.jpg)
What does “creativity” mean, anyway? New and original ideas and insights?
![Page 35: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/35.jpg)
What does “creativity” mean, anyway? Making ads?
![Page 36: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/36.jpg)
How much could the best creative work potentially move your business?
26% 48% 77%
![Page 37: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/37.jpg)
Clients Agencies Agencies, if you count the people who said over 100%
How much could the best creative work potentially move your business?
26% 48% 77%
![Page 38: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/38.jpg)
CLIENT:“You’re all smart, but you get too wrapped up in a cool idea and lose sight of the strategy.”
![Page 39: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/39.jpg)
AGENCY:“I wish our clients had the courage to go beyond ‘messages’ and embrace brand ‘behaviors.’”
![Page 40: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/40.jpg)
CLIENT:“Don't believe you have a monopoly on either creativity or great ideas. They can, and often do, come from many places. Embrace this.”
![Page 41: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/41.jpg)
“It’s amazing what you can accomplish when you do not care who gets the credit.” !
- Harry S. Truman
![Page 42: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/42.jpg)
Risk is risky.
![Page 43: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/43.jpg)
AGENCY:“Be greater risk takers!! Don't rely on proven solutions in a world filled with new ‘unproven’ opportunity!”
![Page 44: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/44.jpg)
AGENCY:“Think of your 3 favorite brands. Do you think they took risks or played it safe? Five years from now if we ask someone else that same question, do you think your brand will be in their top 3?”
![Page 45: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/45.jpg)
of Agency executives say their Clients are afraid to take risks.
76%
![Page 46: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/46.jpg)
“Different” and “Risky” are two distinct things.
![Page 47: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/47.jpg)
CLIENT:“If you understand my brand and present a risky and somewhat scary idea to us, we will buy it. We are interested in making waves- but not just for the sake of it- it needs to be strategic and ladder to our brand equity goals. Challenge me and you will be surprised at my positive response.”
![Page 48: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/48.jpg)
“Risk comes from not knowing what you’re doing.” !
- Warren Buffett
![Page 49: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/49.jpg)
We’re better at the art of ads than the art of business.
![Page 50: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/50.jpg)
I feel guilty even talking about this stuff at Cannes.
![Page 51: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/51.jpg)
90% of Agencies say they truly understand their Clients’ business. !
Only 65% of Clients agree.
![Page 52: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/52.jpg)
84% of Agencies say they understand how to drive sales for their Clients’ brands. !
Only 56% of Clients agree.
![Page 53: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/53.jpg)
76% of Agencies say they do a good job of demonstrating ROI. !
Only 40% of Clients agree.
![Page 54: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/54.jpg)
AGENCY:“You have absolutely no idea how much we care about building and transforming your business/brand.”
![Page 55: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/55.jpg)
CLIENT:“You don't get it. You spend a lot of time selling us on your ideas, but if you put that energy into working toward the same goal (sales), the results would be better.”
![Page 56: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/56.jpg)
of Clients agree their Agencies seem more interested in ‘selling their work’ than ‘solving our problems’
56%
![Page 57: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/57.jpg)
The reason we don’t have more Cannes-worthy work is that we’re trying too hard to sell Cannes-worthy work.
![Page 58: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/58.jpg)
AGENCY:“The ones who actually care about your business success don’t have final say on what work we present. !
The work is pushed more for personal reputations than the client's best interests.”
![Page 59: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/59.jpg)
Our incentives are not aligned, and this will be a problem until we fix it.
![Page 60: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/60.jpg)
We need a business case for craft.
![Page 61: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/61.jpg)
Being good in business is the most fascinating kind of art.
Making money is art and working is art and good business is the best art.
!
- Andy Warhol
![Page 62: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/62.jpg)
A four point plan for Agencies to help increase trust:
Focus as much on interpersonal communication as we do mass communication.1
![Page 63: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/63.jpg)
A four point plan for Agencies to help increase trust:
Work with our clients to define and better understand the evolving role of creativity.2Focus as much on interpersonal communication as we do mass communication.1
![Page 64: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/64.jpg)
A four point plan for Agencies to help increase trust:
Support our clients in recognizing the distinction between "different" and "risky."3
Work with our clients to define and better understand the evolving role of creativity.2Focus as much on interpersonal communication as we do mass communication.1
![Page 65: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/65.jpg)
A four point plan for Agencies to help increase trust:
Practice the art of business as much as the art of advertising.4
Support our clients in recognizing the distinction between "different" and "risky."3Work with our clients to define and better understand the evolving role of creativity.2Focus as much on interpersonal communication as we do mass communication.1
![Page 66: The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & What It Means For Creativity – The RPA Cannes Lions 2014 Presentation](https://reader034.fdocuments.in/reader034/viewer/2022051322/53f9f9628d7f7253318b517c/html5/thumbnails/66.jpg)
Relationships take work. !
But doing so will lead to more Cannes-worthy work.