Speaking at a panel in Cannes hosted by The Economist, Schwan spoke of the need for “true partnership” between clients and agencies.
“The client-supplier relationship is very transactional and doesn’t deliver, usually, great creative work,” he said.
“If you want to be a good client, don’t be a client, be a partner. Always work on the relationship, always talk very openly about the business side of life, the brand side of life.
“Agencies are not vending machines, right? You cannot throw in money and hope the creative work comes out. It doesn’t work like this, you cannot work like this. You always have to be very close, and that’s sometimes a challenge.”
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