Creative Reaction

I love this story! I’ve long held the opinion that the agency/client relationship should be a long-term commitment based on trust, not unlike a marriage. Staking your livelihood on how well you help a client be successful is bold, as well as allowing an agency to own a piece of your company, and rewarding its work based on performance. Story on Adweek. A number of other groundbreaking examples of agencies owning their ideas (aka IP, aka Intellectual Property) are detailed.