I’ve always viewed agencies as [people] x [management]. If the [people] in the agency you hire are smart, creative, and thinking about solutions to your deep issues, you’ve got a good agency. If you — meaning [management] — aren’t “managing” them by telling them what your deep issues are, telling them you’re looking for hard ROI and not high concept are (or vice versa), or that the CEO’s wife is terrified of drowning and you’re banking your branding campaign on water imagery, you’re not doing your side of the bargain.

Thanks again !