"The work comes first. And while it served as a great compass for many years, it has become the focus of much discussion and dissent of late. Well, it ain’t the holy writ. If you want to junk it, we can junk it. But here’s what insight the thing is based on. In big agencies, the client/agency relationship is the most sacred thing. The difficulty seems to be that the work then serves the relationship, and everything becomes political. And when things get political, the work suffers. And when the work suffers, the business suffers, then the client agency relationship suffers, and you suffer. In creative boutiques, the ego is supreme. The work is there to enhance personal reputations. If I said the work is wonderful, the work is wonderful. Shut up and sell it. Problem here: again, the work slip is, the client agency relationship goes south. When we say the work comes first, we are saying that things work best when everyone – client and agency alike – are focussed on whether or not this is great damn work. Politics aside. Egos aside."
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.