Agencies are places where the water tanks are laced with adrenaline. A client’s phone call is met with a scuttling of little feet, yes – much like roaches when you suddenly turn on the kitchen lights.

In the midst of the scurry and hurry to write something down, the springing into action, and organizing a team and whacking up a budget, sometimes the whole point is lost.

The point :  WHAT DO YOU WANT THIS CAMPAIGN TO ACHIEVE?

The client and agency should always agree to start every campaign with either all or at least one of these objectives :

1. The business objective
2. The sales objective
3. The communications objective

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