We are aware of the new way of advertising: the informed buyer, the creativity that sells, the integrated communication and brand management. Everything seems magnificent, as advertising grows and evolves. But in the backstage, the problems are still present: marketers often complain of "the bad luck in working for a client who doesn't knows what he wants" ,  "briefs that are incomplete, inaccurate or inexistent", the supplier that messes up the orders and more.

Well, if advertising is evolving, it is time for us to evolve also. Not to find guilty ones. Customer does not have to give you the message of the campaign; he must know what kind of marketing problem has. He must know his business well enough in order to be sure from where it comes and where is headed. He must sense the market opportunities and to have enough courage to move and risk. He must know who to call to minimize that risk. If the client is willing to have an open and honest partnership with the advertising agency, then we can talk about great cooperation potential.