by David Indo
A good client gets the best out of their agency. A good client has a trusting relationship with their media partners. A good client uses media to drive business performance.
A good client is sadly rarer than it should be.
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What makes a good client has evolved over time. In these challenging yet dynamic times, it requires a far greater sense of partnership and collective responsibility than it did perhaps four or five years ago. It’s no longer simply good enough to approve a plan and then rely on your media auditing partner to tr
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