There is no greater cost to an agency than the cost of acquiring new business. The race to build business in an industry experiencing unparalleled growth has led to agencies rarely stopping to ask if they should be answering those questions and in what context.
Client-side staffers often lack the experience to determine the correct course of action, and industry education entities appear to be sitting this one out.
So, what should a client (and maybe the occasional agency) do? Let’s take a look at some common pitfalls and unravel some mysteries.
Read the article here.