Charles Wigley
Oct 9, 2014

How to improve your clients: A step by step guide

As agencies, we spend a lot of time trying to understand our client's buyers. But what about our own, asks Charles Wigley, chairman of BBH Asia Pacific.

Charles Wigley

One of things that has always stuck in my mind from the writings of creative legend Paul Arden on our industry was his point about starting any process by finding out what your clients regard as being creative. 

Creativity is such a subjective thing that one person's brilliance is another person's dross. Yet how often does anyone spend proper time with their clients understanding what they really like And then we are...

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