5 Tips From Andy Berlin, An Ad Agency Icon, On How To Inspire Superior Creative

If you talk to those in the advertising agency world, they will tell you that finding a great client is tough. Client behavior not only impacts the quality of the advertising developed, but it can impact the degree to which creatives are inspired to do their best work. Procter and Gamble used to think this was so important?learning how to be a great client?that they sent young brand managers to partner agencies to work for a few months as creatives. The belief was that by understanding how hard it is to be a great creative, these brand managers would return to Procter as better clients. To better understand how marketing leaders can become better clients, we sought perspective from Andy Berlin?a co-founder of Goodby Berlin Silverstein and Berlin Cameron United