Burger King CMO: don't treat agencies like creative vending machines

Burger King CMO: don't treat agencies like creative vending machines 1024 683 C-Suite Network
Panel (L-R): Boyer, Geraldine Tunnell, SVP consumer and small business marketing at Dell, and Schwan
Panel (L-R): Boyer, Geraldine Tunnell, SVP consumer and small business marketing at Dell, and Schwan

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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