The old nightmare client was INVOLVED. The new nightmare client is not.
Back in the day, marketing and advertising agencies did their level best
To keep the client as far away from the creative work
The ultimate nightmare client
Would have the gall
To suggest IDEAS!
But now that clients want to see an actual return on their investment
As opposed to just nebulous “brand awareness”
They HAVE to be involved.
See if this helps:
If you’re a business owner in search of marketing services promising any kind of ROI
Ask how much of your involvement will be needed.
If the agency reassures you that it’s nothing more than a quick kickoff or preliminary interview
You can breathe easy
Knowing that you
And your insight
Into your business
And your clients
Will be kept at a safe, comfortable distance
From the mechanism
That’s expected to bring in