| What’s the optimal agency relationship? Here are four key attributes. What others would you add?1. Partner, not vendor. Make them part of your team, not just hired hands2. Appreciate good strategy. Never take it for granted or start a creative meeting without it.3. Trust the creative. Big ideas are not comfortable. They have reach and risk. You hire great creative people to take you there.
4. Share in risk as well as reward. Make sure they have some skin in your game and can get rewarded along with you for the wins.